Nearly 9 of 10 business-to-business buyers ranked online content as having at least a moderate effect on their choice of vendors, according to a study from the Chief Marketing Officer Council. Just less than half of those buyers named professional associations, online communities and industry organizations as the most important sources for content, followed by 41% who named online trade publications and seminars. Research reports, whitepapers, customer case studies and product reviews were the types of content most sought after.

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