How much content does a B2B buyer consume before making a purchase decision

It has long been established that the greater part of the buyer's journey takes place online. Majority of buyers turn to Internet searches when they find themselves in the need of a product or service. Obviously, this process does not go on indefinitely. There has to be a certain limit to the amount of content consumed by the buyers, before they settle on a vendor.

A recent study from Forrester has shown that this limit is 13 content pieces for the average B2B buyer. These pieces are further broken down into 8 pieces from the vendor and the remaining 5 from third-party sources. The type of content covers a wide range from blog posts and whitepapers to videos and customer testimonials.

The study also revealed that the vendor website remains the topmost source of information for the buyers and is consulted throughout all the stages of buyer's journey. Along with internet search, social media and emails, peer reviews also play an important role in the purchase decision.

The results have once again highlighted the importance of quality content. With just around 8 content pieces to sway the buyer to your side, you need to make every one count.