--- title: "Marketing Content: What B2B Tech Buyers Want from Vendors [infographic]" description: What B2B Buyers Want From Marketing Content. Credibility tops the list of criteria B2B buyers consider when gathering information to make a buying decision. image: https://www.jonespr.net/hubfs/B2B%20Marketing%20Content%20What%20Buyers%20Want%20from%20Vendors%20(infographic).jpg --- [![](https://www.jonespr.net/hubfs/B2B%20Marketing%20Content%20What%20Buyers%20Want%20from%20Vendors%20(infographic).jpg) ](https://www.jonespr.net/eight-arms-blog/b2b-marketing-content-what-buyers-want-from-vendors-infographic) # Marketing Content: What B2B Tech Buyers Want from Vendors [infographic] BY:   [ Kristin Jones ](https://www.jonespr.net/eight-arms-blog/author/kristin-jones) B2B buyers don’t make purchases on impulse—and they definitely don’t just take a sales rep’s word for it, especially in complex enterprise sales.  Today’s buying committees lean on credible thought leadership to shape their shortlists, with research showing that 64% of B2B buyers trust thought leadership more than traditional marketing content, and nearly half (47%) have purchased from a previously unknown company because of it. ![JONES-B2BBuyers](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/Blog%20images%20re%20post%20content/JONES-B2BBuyers.jpg?width=1667&height=1563&name=JONES-B2BBuyers.jpg) One of those sources is likely to be a trade publication, industry news site or similar media—the very outlets B2B tech buying committees already rely on for perspective and proof.  So, how can you get your information in front of B2B tech buyers in a format they will use and trust?  **Create credible content.** Don’t fill your content with superlatives and sales messages. Provide useful information that is more educational than promotional. **Distribute B2B marketing content in a number of ways**—including contributed articles, business blog posts, educational videos and social media. When those pieces are planned and executed through a single, full-service integrated agency partner, you can align PR, content, digital and sales enablement around the same story instead of managing disconnected tactics. If you are targeting contributed articles as part of your content marketing strategy, download [How to Get Your CEO Published](https://www.jonespr.net/lp-how-to-get-your-ceo-published). Our step-by-step guide goes beyond placing the initial bylined article to maximizing the research and writing that went into by repurposing the content and promoting the article to further increase the reach and visibility of your brand. And, here's that infographic I promised you:  ![JONES-infographic-B2B-content-influences-purchase](https://www.jonespr.net/hs-fs/hubfs/JONES-infographic-B2B-content-influences-purchase.jpg?width=1043&name=JONES-infographic-B2B-content-influences-purchase.jpg)  ## **Create Content B2B Tech Buyers Trust?** Original research is one of the fastest ways to produce the credible, educational content B2B buyers are searching for. Our guide shows you how to turn a single survey into 100+ pieces of marketing content that earn trust instead of triggering skepticism. [![Download](https://no-cache.hubspot.com/cta/default/402746/3a4c82a0-6056-48c4-bc9e-6fd3edb66c15.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/3a4c82a0-6056-48c4-bc9e-6fd3edb66c15) ![sb-SurveysForMarketingContent](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/Bottom%20of%20Blog%20CTAs/sb-SurveysForMarketingContent.jpg?width=220&height=260&name=sb-SurveysForMarketingContent.jpg) ![Half Dotted Circle Background](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/CTA%20Graphics/Half%20Dotted%20Circle%20Background.png?width=136&height=264&name=Half%20Dotted%20Circle%20Background.png) --- ## **Keeping Up with Kristin** ![Kristin Jones BW photo 2017](https://www.jonespr.net/hs-fs/hubfs/Kristin%20Jones%20BW%20photo%202017.jpg?width=640&height=640&name=Kristin%20Jones%20BW%20photo%202017.jpg) [![Octavia-LinkedIn-2](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Octavia-LinkedIn-2.png?width=39&height=39&name=Octavia-LinkedIn-2.png)](https://www.linkedin.com/in/kristinjonespr/) [![Red Twitter Icon](https://www.jonespr.net/hs-fs/hubfs/Jones%20the%20Agency%20Website/Images/Blog/Blog%20Post%20Page/Red%20Twitter%20Icon.png?width=39&height=39&name=Red%20Twitter%20Icon.png)](https://twitter.com/kcjonespr) I enjoy traveling the globe to meet with clients, educate companies about all things PR and Inbound Marketing, and speak at industry events. Meet up with me when I’m in your city. Where will I be next? [Meet Kristin](https://www.jonespr.net/meetings/kristinjones/networking-call-with-kristin-jones) ## Subscribe to Eight Arms Subscribe to the Eight Arms blog to get our most recent content. [![Subscribe](https://no-cache.hubspot.com/cta/default/402746/a921f342-e657-4bca-b6bf-48dbea1e0628.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/a921f342-e657-4bca-b6bf-48dbea1e0628) ![Jugling Octavia Left Facing](https://www.jonespr.net/hs-fs/hubfs/Website%20Images/Octavia%20Webpage/Jugling%20Octavia%20Left%20Facing.png?width=564&height=471&name=Jugling%20Octavia%20Left%20Facing.png) ## Related Posts [![Content B2B Buyers Want Most (infographic)](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/Blog%20Aug%2025%202017%20B2B.jpg?width=352&name=Blog%20Aug%2025%202017%20B2B.jpg) ](https://www.jonespr.net/eight-arms-blog/content-b2b-buyers-want-most-infographic) ### [Content B2B Buyers Want Most (infographic)](https://www.jonespr.net/eight-arms-blog/content-b2b-buyers-want-most-infographic) [![B2B Marketing Content Preferences (infographic)](https://www.jonespr.net/hs-fs/hubfs/Adobe%20Spark%20(60).jpg?width=352&name=Adobe%20Spark%20(60).jpg) ](https://www.jonespr.net/eight-arms-blog/b2b-marketing-content-preferences-you-need-to-know-infographic) ### [B2B Marketing Content Preferences You Need to Know [infographic]](https://www.jonespr.net/eight-arms-blog/b2b-marketing-content-preferences-you-need-to-know-infographic) [![Give B2B Buyers the Video Content They Want](https://www.jonespr.net/hs-fs/hubfs/Blog_Images/July%202022/JPR-Infographic-B2BWantVideo-Header.jpg?width=352&name=JPR-Infographic-B2BWantVideo-Header.jpg) ](https://www.jonespr.net/eight-arms-blog/give-b2b-buyers-the-video-content-they-want) ### [Give B2B Buyers the Video Content They Want](https://www.jonespr.net/eight-arms-blog/give-b2b-buyers-the-video-content-they-want) [MEET THE JONESES](https://www.jonespr.net/meet-the_joneses) [HOW WE DO IT](https://www.jonespr.net/how-we-do-it) [HUBSPOT CRETIFIED](https://www.jonespr.net/certified-partner) [EIGHT ARMS BLOG](https://www.jonespr.net/eight-arms-blog) [info@jonespr.net](mailto:info@jonespr.net)   [![pinterest_icon](https://www.jonespr.net/hs-fs/hubfs/Jones_PR_Project/images/pinterest_icon.png?width=30&height=28&name=pinterest_icon.png) ](https://www.pinterest.com/JONESMarketing/) [![facebook](https://www.jonespr.net/hs-fs/hubfs/Images/facebook.png?width=28&height=28&name=facebook.png) ](https://www.facebook.com/339371666253250) [![twitter](https://www.jonespr.net/hs-fs/hubfs/Images/twitter.png?width=28&height=28&name=twitter.png) ](https://twitter.com/scottmjonespr) [![linkedin_icon](https://www.jonespr.net/hs-fs/hubfs/Jones_PR_Project/images/linkedin_icon.png?width=30&height=28&name=linkedin_icon.png) ](https://www.linkedin.com/company/jones-public-relations/mycompany/) [![New call-to-action](https://no-cache.hubspot.com/cta/default/402746/0546161d-c180-455c-9a73-2d081075b1d4.png)](https://cta-redirect.hubspot.com/cta/redirect/402746/0546161d-c180-455c-9a73-2d081075b1d4) ### Want to Keep Up? 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