B2B executives have expectations for the content they consume, however, and seem disinterested in anything offering surface-level insights. The greatest percentage of respondents (58%) said that content played a role in purchasing decisions when it helped them find new solutions to problems. A significantly lesser 38% said content that introduced fresh thought leadership around business challenges affected what they bought for their company. The findings suggest that for these individuals with minimal time and a long list of responsibilities, the utility of content is key. Read the rest at MarketingCharts.
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