Beyond big data From HBR Analytic Services

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Harvard Business School released a new report “beyond big data.”. According to reports, B2B buyers read 13 items before making a purchase decision. Obviously, content plays a crucial role in the purchase process. So where do buyers find what they need? For most buyers of marketing technology, the supplier website is an important content source at each stage.

Of the 13 items, 8 are directly from suppliers and the remaining 5 are from third-party sources. When asked where they get their supplier’s content, 70% of marketing professionals get it directly from the supplier’s website, a recognition of the continuing importance of the site. In fact, while Internet search (67%) is also a popular option, buyers rely more on getting content through supplier sites than on social media (53%), publications regularly read (47%) and email sent to them (41%).

In addition, two thirds of B2B buyers (65%) use supplier websites as the most influential source of content. In contrast, 48% of respondents shared the same view on third-party websites, while 39% believed that third-party articles from independent publishers were influential.

Vendor sites are useful throughout the process

The new study shows that supplier websites top the list of content sources at the awareness, education, consideration and decision-making stages of the purchase cycle. The third side of the cycle is considered useful only in the first two phases.

What is the most important content?

In terms of purchase cycle, two fifths of respondents (40%) said that the purchase process took 2-3 weeks, and 1 / 3 respondents (33%) said it took an average of 4-6 weeks to complete the transaction.

Not only that, marketers will also provide personalized content to more than one decision maker, with almost two-thirds of the team (63%) composed of at least three decision-makers.

In addition, 52% of buyers said they were more likely to buy from sellers who read the content. So what is the most useful content type for purchasing decisions? For most respondents, product specifications and features (67%) were considered useful, and product comparison was also important (65%).

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