THE CONTENT CONNECTION

  The CMO Council  Published a report on the use of Content in the buying decision process. http://www.cmocouncil.org/images/uploads/278.pdf.

Key fact I found intriguing -  The Internet is the primary place where business buyers begin the path to purchase. 68% start their content sourcing at search engines and portals, 40% go to vendor websites, and 25% are activated by an email from a trusted source or peer.

Highlights: 
Sharing of Content is surprisingly event - 30% comes from the Bottom up in in organization, 30% for middle management up and 29% from the top down.


1. Online content sourcing by buyers has a big influence in identifying, qualifying and 
selecting vendors. 

• Fifty-four (54) percent of respondents note that it keeps them current on new technologies.
• Forty (40) percent say it helps them identify potential suppliers, partners and solution providers
• Thirty-eight (38) percent note that it provides strategic insights and shapes purchase specifications.
• Thirty-seven (37) percent report that it educates them about issues, problems and challenges in their industry.

Full report: -  http://www.cmocouncil.org/images/uploads/278.pdf.