BUYERS INCLINED TO SHARE ONLY BASIC INFORMATION IN CONTENT VALUE EXCHANGE Buyers indicated they are willing to share basic information about themselves in exchange for content; 95% of buyers said they would share their name/company/ Only one-third email address. Eighty-five percent were also willing to give job title and industry, but just 33% were willing to give up their phone number. Even less (18%) said of buyers are they would give their budget, purchase timing and annual revenue. In terms of content asset types, buyers said they are most willing to register willing to share for and share information about themselves in exchange for white papers (76% their phone said they will share information), E-books (63%), webinars (79%), case studies (57%) and third-party/analyst reports (66%). They’re less willing to register for number in asset types such as podcasts (19%), video (19%) and infographics (24%). exchange for content. When you are willing to share information in exchange for content, what information are you (Check all that apply) willing to share about yourself? 95% Name/Company/Email Address 33% Telephone number 85% Job title/Industry 18% Budget/Purchase Timing/Annual Revenue 4% Other (please specify) 2017 Content Preferences Survey Report • 10