Survey examines importance (but don’t overdo it) of content in the sales process

How much content is too much content?

Funny you should ask. According to Showpad’s “The B2B Buyer Experience Report,” 86 percent of B2B buyers get overwhelmed anytime there are more than 10 pieces of content to read, while 42 percent draw the line at five or more pieces. The takeaway here is that content matters; you just have to make the right content choices. To help you out, the report, which queried 656 B2B buyers from around the world, pinpointed which content they find most useful:

This article was originally published in the January/February edition of Connect.