Spark | ✍️New Survey: B2B buyers rely on search but don’t trust SaaS companies

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Top Highlights

• B2B buyers don’t love corporate content

• #1 source of information when they are in the ‘information gathering’

• 55% agree that B2B content tends to “look and feel the same”

• 51% of users agree that content is too long, and 66% prefer video

• But 69% of users agree that they “have the patience to dive deep into the details to get a thorough understanding.

• but they are overwhelmingly satisfied with search

• They said explicitly that they trust 3rd parties more than companies:

• Content marketers need to focus on earning trust

• Demonstrating your originality and authority to earn attention, and; Concisely answering the array of specific questions that comprise search intent for a group of related search queries

• overall reputation across the web

• especially including review sites

• We believe that increasingly, companies will invest more time and resources in how they are perceived across the web as more of a brand signal.

• A simple fact that’s easy to forget when you’re knee-deep in a content strategy: people have lots of questions!

• Don’t put time into content targeting commoditized information.

• is your planned content for a given topic really a better response than a quick AI summary? Do you have anything original to say? If all you’re doing is rewriting the top content, it’s probably not the best use of your time.

• Focus on specific and burning problems from your buyers

• The more specific problems you’re solving, and the more painful they are, the more valuable your content will be. When problems are specific and painful, people will go to great lengths to solve them.

• Users are growing weary of content that looks the same.

• UX and Differentiation will win in the next era of Marketing & Search.

• how you can build experiences that a) are clearly not the same as other websites, and; b) are consumable and easy to navigate.