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Tech B2B buyers are evolving

92%

Tech B2B buyers

are spending as much, or more, time researching suppliers through content than they were 12 months ago

+ INFO

4.2

pieces of content

the average number of pieces consumed before contacting a supplier

And so are the types of content they find convincing

44%

say suppliers’ websites are the most important channel when considering a purchase

25%

+ EXTRA

rank case studies as the most useful and trustworthy type of content

What puts people off?

20%

will decide not to use a supplier if their content is too promotional

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

43%

compared to

28%

12%

32%

in Germany

in france

in the UK