Featured News Story
According to TechTarget’s “Content essentials for technology buying teams worldwide” research report, B2B technology buyers are becoming more reliant on a range of content and media options in order to perform their own comparisons between vendors.
The data shows these buyers have become more independent, no longer relying on engaging technology vendors directly to gain a thorough understanding of their products. According to the results, Global buying teams are relying on content (white papers, case studies, and online videos) to create vendor short lists, as 65% of buyers download at least 4–7 pieces of content before beginning to formulate vendor shortlists. The content being consumed is likely leading to shortened decision-making terms, as 70% of B2B technology decisions are now made in 6 months or less.