Ep. 165: How to Discover What Content Drives B2B Buyers to Act

Effective market research is crucial for B2B marketers who seek to create compelling, customer-centric, insightful, and relevant content. Suppose you could leverage this research to identify the specific types of content that influence the purchasing decisions of B2B buyers. Wouldn’t this eliminate the guesswork in your content development efforts? That’s why we’re talking to B2B content expert Becky Lawlor (Head of Content and Research, Redpoint) about how to discover what content drives B2B buyers to act. During our conversation, Becky emphasizes the importance of original research-based content in B2B marketing. She also outlined the key pitfalls to avoid, revealed which content formats are valued by buyers, and offered some practical tips on conducting interviews and crafting customer stories. Furthermore, Becky discussed valuable findings from her company’s survey of 250 B2B buyers, providing actionable insights into what drives buyers to take action.