When it comes to what influences a B2B buyer’s purchasing decision, 84% say the vendor’s content has a significant impact. According to the “2022 B2B Buyer Behavior Survey” from Demand Gen and DemandBase, that means having the right tools—from marketing data, company information, social insights, connections, etc. The survey queried 340 B2B executives from the C-level (29%), managers (42%), director level (20%), VPs (8%). Here’s a look at the top 5 variables considered when evaluating a provider: