Buyers Are Consuming More Content Before Talking to a Salesperson

Recent B2B-marketing studies show that buyers tend to view multiple pieces of content before engaging with a vendor. Knowing what kinds of content they consume and when helps shape outreach and content strategy for stronger results.

Buyers Are Consuming More Content Before Talking to a Salesperson

What the Data Shows

• A DemandGen / On24 survey found that over 60 percent of B2B buyers view at least three, and often up to seven, different pieces of vendor content before they engage with sales.
• The same survey showed webinars are among the most used formats (67 percent of decision makers accessed webinars in the past year). Research / survey reports are also highly used (55 percent).
• Early stage content that buyers often consume includes blogs, infographics, podcasts. As they move toward evaluation or decision stage they favor case studies, webinars, analyst reports or ROI tools.
• Another important insight: B2B buyers are often quite far along in their decision process before they reach out. A report by 6sense found that many have formed vendor preferences and purchase requirements before any direct contact with sellers.

Why This Matters

• If buyers are consuming 3-7 content pieces before they engage, you must have enough content options and formats to serve them well at different stages.
• Content quality and credibility matter more than ever. Pieces supported by data, surveys, or third-party validation tend to build trust.
• Timing of content exposure is key. Early content should be educational, mid-funnel content more specific, later content more proof-based.

What You Should Do

• Map out the buyer journey and ensure for each stage you have content formats that match (e.g. blog posts or podcasts for awareness, case studies / webinars for evaluation, reports or ROI tools for decision).
• Produce content that educates or answers questions rather than immediately sells.
• Make sure content is accessible, credible, and easy to share among decision makers.
• Use signals (repeat visits, multiple pieces consumed) to trigger follow ups or more tailored outreach.

Final Thought

As B2B buyers invest time in consuming multiple content pieces before engaging, the best strategy is one that meets them at each step: informative early content, proof later, and outreach aligned to what they’ve already seen. That is how you win stronger interest and more qualified leads.