The majority of print service providers focus their energy and attention on selling into the business-to-business (B2B) market. According to a study released by the Chief Marketing Officer Council entitled Better Lead Yield in the Content Marketing Field, the majority of B2B buyers find online content to be a valuable resource when researching products and services. The study was conducted in April in partnership with NetLine Corp., and was based on an online survey of more than 400 B2B buyers.

87% of respondents reported that online content has either a major or moderate impact on vendor preference and selection. According to CMO Council survey, the most valuable sources of online content in shaping purchasing decisions are professional associations and online communities (47%), industry organizations and groups (46%), online trade publications (41%), seminars and workshops (41%), and trade shows (35%).

B2B executives want peer-based content from trusted sources—professional affinity groups, industry groups, or professional associations where buyers can get feedback or advice. The specific types of content that B2B buyers value most when making purchasing decisions include professional association research reports and white papers (67%), industry group research reports and white papers (50%), customer case studies (48%), analyst reports and white papers (44%), and product reviews (40%).