Matt Egan, Chief Content Officer, Demand AI
At Demand AI we make content that is relevant to B2B Buyers. We know because they tell us - and now we are proud to share that knowledge with you.
I spent 25 years in journalism, leading global editorial brands, creating content that was mostly irrelevant to most of our readers. How could I not? Content creation is still largely based on the creator telling the audience what they believe they should know. But the best content starts with understanding your audience.
It should be obvious.
Yet B2B marketers spend an extraordinary amount of time creating content based on what they think buyers want to know. We develop personas, map customer journeys, brainstorm topics, and plan campaigns. But how often do we hear directly from buyers about the questions they have?
Questions Buyers Ask
That’s one of the reasons I joined Demand AI. I wanted to create content that I knew would resonate with my audience. And here, I have access to something every content creator would value: the questions buyers ask, in their own words.
Through Insyte, our conversational AI experience on the Amplifye.ai platform, buyers can engage with content and ask questions as they research. Those questions give us a direct window into their interests, concerns and priorities.
We analysed more than 23,000 spontaneous questions from 179,061 leads across 14 markets for our first B2B Buyer Curiosity Index report. These aren’t survey responses or inferred intent. They’re questions real buyers typed while engaging with content as part of their buyer research.
The findings are fascinating.
C-suite Leaders Want ROI
Take seniority. We often segment audiences by industry, company size and job title. But our research suggests that seniority can be a particularly revealing indicator of what someone wants to know. C-suite buyers are roughly twice as likely as individual contributors to ask about ROI and cost. A typical C-level question captured in the report says: “Why hasn’t technology delivered the ROI we expected?”
That’s a very different starting point for content than simply writing another article about the benefits of technology. It tells us that senior buyers want evidence, accountability, and answers about business outcomes.
We found that curiosity varies significantly by industry and region. Financial Services buyers ask more questions about AI and automation than any other sector in our global dataset. In APAC, Healthcare buyers show particularly strong interest in both AI and security.
Automation: But Is It Working?
Perhaps most interesting is what buyers are asking about automation. Across sectors, we see a recurring theme: buyers aren’t simply asking how to automate more. They want to know whether the automation they already have is working. That’s an important distinction — and one that should influence how vendors talk about their products.
For me, this is where the real value lies. Not just in having more data, but in having insight that can shape what we create, how we communicate and where we focus our attention.
As a journalist, I used to rely on audience research, reader feedback, web analytics, and editorial instinct to decide what stories mattered. Today, we add something much more immediate: the questions our audience is asking right now.
The first edition of the Buyer Curiosity Index is our first step in sharing those insights. We’ll continue to develop the research, exploring how buyer curiosity changes across industries, regions, and over time.
Because if we want to create content that genuinely resonates, we should spend less time guessing what buyers want — and more time listening to what they tell us.
Explore the B2B Buyer Curiosity Index and download the reports.