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Demand Gen Report's 2023 B2B buyer behavior survey

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Key details and citation mapping

The metric
‍The 61% statistic represents the percentage of B2B buyers who "agreed or strongly agreed" that the winning vendor provided a better mix of content. [1]
The context
‍This survey evaluated how modern B2B buying committees consume content at each stage of their research, showing that vendors who diversify their assets — mapping them correctly to the awareness, consideration, and decision stages — consistently win the deal. [2]
The trend evolution
‍Interestingly, this specific metric is a recurring benchmark for the publication. For comparison, in their 2022 survey edition, the number sat slightly lower at 59%, before ticking up to 61% in 2023 as buyers increasingly prioritized self-directed research over talking to sales representatives. [3, 4]

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