It’s no secret that B2B sales and marketing teams are inundated with content. But what exactly do they want to see? And how can you tell if your content is working or not?
To find out, we asked almost 600
experts from the industry to share their insights on the content that B2B sales and marketing teams want.
586 people took the time to answer our questions—lucky us.
Our mission at Leadfeeder is to help fellow algeria whatsapp number data B2B marketers and salespeople hit their KPIs every quarter.
In this survey, we asked about your specific content “wants”:
What topics are you most interested in?
Where do you look for content?
What types of content do you like best?
Do you prefer long or short-form b2b digital marketing over traditional marketing: the benefits in 2025 content, and why?
What type of videos do you choose to watch?
What social media platforms do you use to follow companies?
In this post, I’ll share our findings and provide insights that’ll help shape your B2B content marketing strategy.
B2B sales and marketing today: The role of content
On paper, modern B2B sales and marketing are tightly integrated with each other, with a seamless transition between the two. In reality, though, the customer handover from B2B marketers to sales people doesn’t follow the linear pattern it used to.
And it’s not the buyer who experiences outlet ugg the hiccup but the seller/supplier. Why? Because there’s been a paradigm shift.
Until recently, sales would get buyers
from marketing and guide them through the funnel. It worked like a well-oiled mechanism in full manual mode.
Note: We have an entire piece dedicated to B2B sales. The article explains in great detail what the process entails, how it differs from that of a B2C transaction, and lists essential strategies.
Today, B2B buyers need less courting. They value their independence when it comes to purchasing decisions. Instead of being handled by sales reps, B2B customers prefer to find all the relevant information and make an unbiased strategic choice.
This has two consequences:
To engage B2B buyers, sellers must provide them with the right info about their product/service at the right time. The distribution method matters, too: different customers prefer different mediums and platforms, so sellers must tailor their messages accordingly.
B2B marketing & sales need to reinvent their relationship. Sales people are losing influence over the buyer’s journey. There’s no longer a definite point of handoff from marketing to sales—the old linear scheme just doesn’t work. We all need to adjust to this new reality.
Surprise reveal: content is the key to solving both of those issues.
By creating and marketing their own content that showcases the product/solution, B2B sellers can win the hearts and minds of their audience, bringing them right into the sales funnel.
Content marketing does wonders for B2B sales,
turning leads into paying new customers. No wonder it’s surfing the popularity wave.
In a recent report, Statista found that 66 percent of B2B marketers worldwide plan to increase their content marketing budgets in 2022.
In order to stay modern, B2B sales and marketing professionals need to constantly learn and follow current trends. That requires access to quality content like articles, guides, video tutorials, and case studies.
Another note: Feel free to read our comprehensive guide to B2B marketing. It covers everything from lead generation to advanced account-based marketing strategies and includes an overview of available tools.
Hey, we’re not saying you should forget about good old SEO or email marketing. By all means, keep doing whatever works for you and your audience.
Let’s see what our survey respondents were looking for on the web to please the content Gods.