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Strategy
Creative & Content
The stat that stuck
A B2B buyer sits at their desk, scrolling through a cluttered inbox. Most subject lines blur together: “Our Solution is the Best!” or “Schedule a Demo Today!” But one email catches their eye: “5 Common Mistakes in [Cybersecurity Compliance, for example] and How to Fix Them.” No product pitch—just actionable insights. They click. They learn. They trust. And eventually, they buy.
This scenario isn’t hypothetical. It’s the power of educational content in action—a strategy so effective that marketers have clung to the infamous “131% more likely to buy” stat for years. But where did this number come from? And does it still hold up in 2025? I’ll unpack the story behind the stat and why it matters now more than ever.
The goal was to position Adobe as a thought leader, not a vendor. Education drove intent, not the other way around. Adobe Senior Marketing Manager (2023 Campaign Retrospective)
Source and context
Rewind to 2018. B2B buyers were already skeptical of traditional sales tactics, but the shift toward self-guided research was accelerating. DemandGen Report’s Content Preferences Survey surveyed hundreds of buyers and uncovered a critical insight:
- Promotional content was falling flat. Buyers wanted resources that prioritised their needs over vendor bragging rights.
- Vendors offering unbiased, educational content—like whitepapers titled “How to Calculate ROI for X Technology” instead of “Why Our X Technology Wins”—gained outsized influence.
The study revealed a clear pattern: Buyers who rated vendor content as “extremely influential” were 131% more likely to purchase. The takeaway? Trust isn’t built through persuasion—it’s earned by empowering buyers with knowledge. But there’s a catch: Over time, the stat became divorced from its B2B roots. Marketers began applying it broadly, from SaaS to retail, turning “131%” into a vague shorthand for “education works.” The number stuck, but its original context faded—until now.
B2B buyer time allocation
Where B2B buyers spend their time: 83% self-guided research vs 17% sales interaction.
Content effectiveness comparison
Educational content outperforms promotional content in lead nurturing and engagement.
Recency and validity
In 2025, the B2B landscape looks radically different. Remote buying teams, AI-driven research, and tighter budgets dominate. While the 131% stat is a relic of pre-pandemic marketing, its core truth persists. Let’s examine the modern data:
- DemandGen (2023): 67% of buyers rely more on content now than in 2022. Why? With endless options, buyers crave clarity. Interactive tools (e.g., ROI calculators) cut through the noise, driving 42% higher engagement.
Real-world impact: A cybersecurity firm used a free “Risk Assessment Quiz” to double its qualified leads in one quarter. - CMI (2023): 71% of B2B marketers treat educational content as a core strategy. But the top performers go further: They align content with the buyer’s journey, resulting in 3x higher lead-nurturing effectiveness.
- Gartner (2022): Buyers spend 83% of their time researching independently. Sales teams get just 17% of their attention. Translation: If your content isn’t guiding buyers during that 83%, you’re invisible.
- Green Hat (2024): Recent findings from our APAC B2B Buyer Journey Research Report reveal that 81% of buyers initiate first contact with sellers, and in the same proportion of cases, they’ve already solidified their requirements by the time they engage. This underscores the urgency of early-stage education: vendors that equip buyers with knowledge during their independent research phase (e.g., through guides, tools, or webinars) directly shape those requirements. By doing so, they become the trusted partner buyers proactively seek out.
The takeaway? The 131% stat is outdated, but the principle it represents—education builds trust, trust drives revenue—is more relevant than ever.
The modern B2B buyer’s journey is self-directed. If your content isn’t guiding them, someone else’s will. Brent Adamson, Co-author of The Challenger Sale
Why it’s still cited
Why does the 131% stat endure? Because it distills a universal truth: Buyers reward brands that respect their intelligence.
Modern studies avoid the “131%” label but reinforce its message:
- LinkedIn (2023): 61% of buyers say thought leadership builds trust.
- Forrester (2023): Self-serve educational content shortens sales cycles by 30%.
The 131% figure persists because it symbolises a timeless rule: In a world of noise, substance wins.
Key takeaways
Here’s how to turn the 131% insight into 2025 results:
- Become a go-to resource
Create vendor-neutral guides (e.g., “The Ultimate Guide to X”) that buyers bookmark and revisit. Example: HubSpot’s free CRM courses, used by over 500,000 professionals.
Why this works: Green Hat’s 2024 data shows that buyers who self-educate using vendor-neutral resources are far more likely to align their requirements with the solutions offered by the educating brand. This positions you as a natural first contact when they’re ready to engage.
“Education isn’t a cost center—it’s a trust accelerator. When you teach someone, you earn the right to sell to them.”
— Kyle Jepson, HubSpot Academy Senior Instructor - Prioritise interactivity
Replace static PDFs with tools like quizzes or calculators. One SaaS company saw a 65% increase in demo requests after launching a “Cost-Savings Calculator.”
“Tools like ROI calculators aren’t just gimmicks. They’re decision-making aids that bridge the gap between education and action.”
— Carlos Hidalgo, CEO of VisumCx (DemandGen Report Contributor) - Repurpose relentlessly
Turn a 60-minute webinar into a blog series, a LinkedIn carousel, and snackable video clips.
Wrapping up
In 2018, DemandGen Report uncovered a truth: Education isn’t just marketing—it’s the foundation of trust. In 2025, that truth remains, even as buyer behaviour evolves.
Green Hat’s 2024 research confirms what the 131% stat hinted at years ago: B2B buyers arrive at the table with their needs defined. The brands that educated them early aren’t just vendors—they’re architects of the buyer’s vision.
The next time you hear “131%,” think of it as a reminder: B2B buyers don’t need another sales pitch. They need a partner who equips them to succeed.
As AI personalises content and Gen Z reshapes decision-making, one rule won’t change: Empowerment beats persuasion. So, let the 131% stat inspire your strategy—not as a crutch, but as proof that the future of B2B marketing belongs to educators.
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