For many years, “creating enough content” was cited by marketers responding to the Content Marketing Institute’s annual State of Marketing survey as their top challenge. In 2024, however, the top challenge for marketers has changed. Today, “creating the right content for their audience” represents the biggest communication challenge for 57 percent of marketers. Producing and distributing content that resonates with audiences is no easy task. It starts with a keen understanding of B2B buyer behavior.
Content creation tools and distribution channels have made developing and sharing B2B marketing content easier than ever. Still, this doesn’t guarantee that your target audiences will automatically connect with the content you produce. In fact, in a crowded marketplace with increasing digital channels, standing out from the competition requires a dedicated and informed effort.
Five Trends in B2B Buyer Behavior
B2B audiences can differ vastly depending on their industry, area of expertise, role, demographics and preferred communication channels. That said, certain behaviors are consistent across all groups. Here are five buyer behaviors—backed by statistics—to consider when planning your B2B marketing content.
1. Social media options are increasing, but B2B buyers are focused on one channel.
A whopping 90 percent of B2B marketers use social media to distribute content. One channel—LinkedIn—reigns as the best value for marketers, with 84 percent of marketers supporting its use over second place Facebook at just 29 percent. Robert Rose, chief strategy advisor for the Content Marketing Institute predicts a “social media marketing collapse.” This will involve the rapid decline or total extinction of Twitter/X and LinkedIn serving as the B2B market’s “content syndication network.” When every brand is focused on one channel, it can be difficult to stand out in busy feeds. This means that the foundation of effective social media outreach is a well-defined target audience and content that directly addresses their pain points.
2. Decision makers need content to stay informed.
It’s fundamental for leaders to stay abreast of what is happening within their organizations to empower growth-centric choices. That said, it’s just as important for decision-makers to understand issues and trends impacting their industries. That’s why creating and sharing thought leadership content developed by internal experts is so important. Research shows that 54 percent of decision-makers spend more than one hour per week reading and reviewing thought-leadership content. To establish your brand as the go-to source for answers and expertise, make sure your content addresses the specific questions today’s decision-makers are asking. When creating that content, don’t rely on ChatGPT to write it for you, says Maria Obiedzinski, assistant vice president of content marketing for Stamats. “Don’t waste your audience’s time with half-baked, copied content, Obiedzinski says. “They come to you for your answers, not dime-a-dozen paragraphs.”
3. B2B buyers want personalized, relevant content.
A massive 94 percent of marketers state that personalization boosts sales. Further, it’s been shown that personalized content can create a 20 percent increase in sales opportunities. The first step for a personalized approach is segmentation. From there, it’s essential to adopt personalization techniques or technologies, such as well-maintained customer relationship management software, automated email segmentation or customer-centric chatbots.
4. They crave a human connection.
Even as B2B buyers increase their usage of digital technology, tools and channels, they crave meaningful, human connections. Relationships build brand loyalty, improve customer retention and drive referrals that are more likely to convert. It’s estimated that 84 percent of B2B business starts with a referral and that 65 percent of a company’s business comes from existing customers. To connect with target audiences on an emotional level, leverage storytelling, personal attention and loyalty programs. Create brand communities and engage with members online and in person, if possible. Above all, in times when we are bombarded with electronic communication, never underestimate the power of a phone call.
5. The way they search the internet is changing.
Search engine optimization has been a mainstay of marketing on digital channels since the onset of search engines. Yet, as more technologies and tools enter the information age, optimizing for search has taken on a new look. Voice search accounts for at least 20 percent of all searches while generative AI has transformed the way buyers look for quick information. It’s essential that marketers adapt to these new trends and the search patterns that accompany them.
Outsourcing Helps Brands Optimize Buyer Behavior Trends
Outsourcing some or all marketing efforts can help brands execute their communications initiatives and achieve their growth objectives without the added expense of full-time employees. It also comes with the added benefit of a fresh perspective on a business’ marketing efforts, helping brands to escape a marketing rut. Moreover, it allows companies to leverage specialized technologies and tools that would require a significant investment to execute internally. Perhaps most importantly, outsourcing specialized tasks frees up internal teams to focus on more strategic objectives.
One key area for outsourcing is content development. In fact, 62 percent of companies outsource their content marketing. This is partly because it takes frequent, high-quality communications to remain visible in the marketplace. Keeping up with the demand can put a great deal of pressure on organizations with already busy marketing teams. Most importantly, however, outsourcing provides access to writing and publishing experts who are already well-versed in crafting engaging, customer-centric content in various industries, not just yours. “Experienced freelance content writers understand how to research assigned topics and deliver articles that are accurate but also insightful,” writes Paul Chaney in Managing Editor. “This ability allows them to quickly learn about specialized industries and gain insights that matter to your target audience.”
Understand What Your Customers Value
Savvy marketers understand that the state of business is always changing because buyer behaviors are always changing. Seek to understand that core source of constant business evolution: your customers and their needs, wants and challenges. With that knowledge in hand, it’s possible to communicate with your defined target audiences in a way that clearly and consistently delivers value above all.
