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How many people are involved in making a purchasing decision on a new solution in your company?

2-3 decision-makers

Regional Highlights

Moe

Are you spending more or less time researching potential suppliers than you were 12 monhs ago?

About The Same

Much More

More

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How many pieces of content do youtypically consume in the decision-makingprocess before you contact a vendor?

Regional Highlights

What is your primary device forconsuming content on?

Desktop/Laptop

Mobile Phone

Tablet

Regional Highlights

What role does content play in your purchase process?

Learn about the technology

Evaluate different suppliers

Plan my deployment and purchase

Understand if the solution can have an impact in my business

Regional Highlights

Most Channels

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What type(s) of content do you find most useful in your decision-making process?

Regional Highlights

What form of content do you trust the most?

Regional Highlights

Inaccuracies

What content would put you off abrand or supplier, and stop you fromdeciding to purchase from them?

Too promotional

Too detailed

Not detailed enough

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Which of the following can help makecontent marketing more effective?

Content personalised to the customer, including pain points

Authoritative thought leadership content to establish your brand

Optimised process of content creation enabling sales and marketing to work closely together

Technologies that automate content distribution and/ or creation

Regional Highlights

What type of content is most usefulat the start, middle, and end of thepurchase process?

Regional Highlights

Much More

More

In the next 12 months, how do you predict marketing collateral will contribute to your decision-makingand purchasing process?

Not At All

Regional Highlights

Survey entrants before screening

We know content marketing requires a flexible mindset. We can easily pivot to meet your changing needs.

Completed survey

Average survey length

Our team aren’t just marketers, they’re artists, filmmakers, actors, poets, with a passion for technology.

Conversion rate after profiling

We love what we do, and that excitement translates into results for you.

65% compared to 56% in Germany and 40% in both France and the UK

US

US respondents predict that marketing collateral will contribute to their decision-making and purchasing process significantly more than respondents from other countries:

French respondents do not rate concise content as useful at the beginning of the process: only 4% ranked it as most useful, compared to 24% in the US and Germany respectively, and 23% in the UK.

Germany

France

French respondents do not rate concise content as useful at the beginning of the process: only 4% ranked it as most useful, compared to 24% in the US and Germany respectively, and 23% in the UK.

Respondents from the UK are less interested in industry expert and analyst insights at the end of the purchasing process: 13% rank it most useful, as opposed to 28% in Germany, and 20% in both the US and France.

32%,compared to 19%in the US. Only 4% of UK respondents rated webinars as the most useful content type.

France ranked the value of case studies most highly:

France

28%say they consume 5 to 7 pieces, compared to 16% in the UK, US, and France. 12% say they consume more than 7, as opposed to 8% in France, and 7% in both the UK and US

Germany

Germany leads the pack in the number of pieces of content consumed:

39% in the UK and 40% in Germany, as opposed to 56% in France and 47% in the US

UK & Germany

UK and German respondents use a supplier’s website less than their counterparts when considering a purchase:

Only 12% of respondents use newsletters as a news source, compared to 43% in the UK, 42% in the US, and 36% in Germany.

France

French B2B tech buyers subscribe to newsletters to keep up with relevant industry news the least.

39% in the UK and 40% in Germany, as opposed to 56% in France and 47% in the US

UK & Germany

UK and German respondents use a supplier’s website less than their counterparts when considering a purchase:

Only 12% of respondents use newsletters as a news source, compared to 43% in the UK, 42% in the US, and 36% in Germany.

France

French B2B tech buyers subscribe to newsletters to keep up with relevant industry news the least.

Germany

German B2B decision-makers are least concerned with content that has inaccuracies – only 8% identified it as most off-putting, compared to 27% in the UK, 15% in the US, and 12% in France

51% of US B2B tech buyers use their mobiles, while only 37% use theirdesktop or laptop.

US respondents are the only ones to use their mobile phones as the primary device to consume content.

US

72%use in-depth content to research suppliers, while 60% use content to learn about the technology

Germany

Germany predominantly uses content to evaluate different suppliers:

43%(up from 41% last year) compared to 32% in the UK, 28% in Germany, and 12% in France

US

US participants are spending much more time on research than their counterparts:

16% ranked it the best way to improve content marketing, compared to 8% in the UK and Germany, and 4% in the US

French respondents believe more strongly in new and innovative content formats to engage audiences:

France

68% compared to 52% in the UK, 48% in Germany, and 42% in the US

France

France leads in having two to three decision makers