We’re going to try something new on the blog: “Behind the Numbers.” I want to show marketers how to interpret surveys and data by applying things they already know and–when appropriate–a healthy dose of skepticism.
The invaluable eMarketer newsletter shared a survey from content marketing firm Eccolo Media on popular content throughout the B2B technology sales cycle. Among other data points, Eccolo shared this one about what kinds of content these buyers want right after purchase:
In descending order, these customers want content relating to thought leadership (36%), tech support (30%), new product info (25%) and customer stories (9%).
The data tell a good story, but they don’t tell the whole story.