As the new year approaches and B2B marketers finalise how and where to allocate their 2014 marketing budget, Base One and B2B Marketing have revealed the ‘Buyersphere Report 2013’. It provides insight into which processes buyers follow and the motivations behind supplier choices in the B2B buying process. While this knowledge is of huge benefit to marketers thanks to the identification of preferred content channels and formats, specified by buyers themselves; the true validity of the data needs to be considered. In a long and complex B2B sales cycle, in which marketers implement numerous lead nurturing techniques, is a buyer completely aware of which content most influences their purchasing decision? Should B2B marketers be relying on industry statistics or using their own analysis to determine which forms of content work to generate leads and ROI for their business?