What's changing in B2B marketing this year

A look at the shifts in search behaviour, content formats, and buyer research habits we're seeing across current client programs.

Buyers do more research before contacting sales

Across current client programs, we're seeing B2B buyers complete more of their research independently before ever speaking with a salesperson, which raises the importance of content that answers real objections early.

Video is showing up earlier in B2B research

Short explanatory video is increasingly present earlier in the B2B research process, not just at the demo stage.