Far from it. Free Guide: The Ultimate Inbound Marketing Strategy Playbook for 2022 Whether buying for themselves or for their business , consumers are consumers—people are people—in 2019, 73% of B2B consumers said they read three to seven items before speaking with a salesperson. In fact, just last year, 67% said they relied more on content to research and inform purchasing decisions than they did in 2019 . Related: 63 New Content Marketing Statistics to Guide Your Strategy All modern buyers want to be empowered . They want to be educated and informed so they can make the industry mailing list buying decision for themselves, not just being blindly marketed. The brands that help them achieve their goals are the ones consumers trust and want to buy from. Free IMPACT+ Course: Digital Sales and Marketing for Today's Modern Buyer That's why even B2B companies haven't created useful content marketing. In this article, we'll highlight nine B2B companies (including some IMPACT clients) that have had great success with their B2B content marketing efforts to better help you envision your vision. 1. Zendesk Zendesk is a service-focused software company that provides tools such as an online help desk, FAQ knowledge base, forums, and live chat to other businesses in a variety of industries.