B2B Buyers Favor Short Content When Researching Purchases

Pardot recently released its “The State of Demand Generation” [download page] report and while the study contains some intuitive results – such as 9 in 10 B2B buyers’ amount of research being influenced by the cost of the product – the findings are worth a look. Of note, about three-quarters of respondents agreed that they prefer different content at each stage of the research process. How long should a written piece of content, such as a whitepaper or case study, be? Interestingly, many would prefer it to be under 5 pages. (more…)