What do B2B buyers do after reading a white paper?
55%
55% of business buyers discussed a supplier internally or added them to a shortlist after reading their white paper in the past year.
n = 945 business buyers · Fielded October 2024 · Cherry Data Signals
Breakdown
Discussed the supplier internally30%
Added the supplier to a shortlist25%
Contacted the supplier for more information15%
Read more of the supplier's content15%
Used it to inform a completed purchase5%
Taken none of these actions8%
Not sure2%
0%50%100%
Figures are rounded and may not total exactly 100%.
What it means
White papers move buyers along: 55% discussed or shortlisted the supplier, and 5% went on to inform a completed purchase.
Methodology
- Sample
- 945
- Population
- business buyers
- Country
- United States
- Fielded
- October 2024
- Research by
- Cherry Data Signals
- Study
- What B2B buyers actually want from white papers
Cite this statistic
Cherry Data Signals (October 2024). "What do B2B buyers do after reading a white paper?" Survey of 945 business buyers, United States. https://cherrysignals.com/statistics/what-b2b-buyers-do-after-reading-a-white-paper
Free to reproduce with attribution to Cherry Data Signals and a link to this page.
Related statistics
- Why do B2B buyers access white papers?30%
- How much of a white paper do B2B buyers actually read?60%
- What makes B2B buyers stop reading a report?35%
- What content do B2B buyers value most in a white paper?35%
- How long should a white paper be?40%
- What information will B2B buyers provide to access a report?80%
- What discourages B2B buyers from downloading a gated report?50%
- How often do B2B buyers share white papers with colleagues?65%
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