IDEATECH Inc. (Headquarters: Minato-ku, Tokyo; President: Tomoo Ishikawa), which produces over 2,000 research content pieces for 500 client companies, and Bizibl Technologies Inc. (Headquarters: Chiyoda-ku, Tokyo; President: Yohei Hanatani, hereinafter Bizibl), which provides the webinar marketing tool "Bizibl", jointly conducted a survey on the conditions of materials used within prospective client companies. The survey targeted 317 business professionals at the section chief level or higher who have been involved in the consideration and selection of BtoB products/services within the past year and have experience participating in internal decision-making meetings. We are pleased to announce the results.

01 | Approximately 70% of Business Professionals Share Materials After Editing Them

02 | Over 40% "Cannot Finish Reading" Received BtoB Materials, Citing "Content is Too Long" and "Too Much Information" as Top Reasons

03 | The Condition for Materials to Be "Used" Internally is "Conclusion or Key Points Clearly Stated at the Beginning" at 54.6%

For a deeper dive into this survey, attend our conference: https://attendee.bizibl.tv/sessions/seCGYuj0OYjD/5abe0479-bdab-40f3-b007-8e04a676e38c

Survey Overview

Survey Name: Survey on the Conditions of Materials Used Within Prospective Client Companies

Survey Method: Internet survey conducted by IDEATECH's research marketing service "Lisapy®︎"

Survey Period: May 17, 2026 - May 19, 2026

Valid Responses: 317 business professionals at the section chief level or higher who have been involved in the consideration and selection of BtoB products/services within the past year and have experience participating in internal decision-making meetings.

*Proportions may not sum to 100% due to rounding to the second decimal place.

≪Usage Conditions≫

1. Please cite "Lisapy®︎" as the source of information.

2. When using on a website, please include the following link as the source.

URL: https://ideatech.jp/service/research-pr

"Product/Service Introduction Materials" Top Content for Business Professionals During BtoB Consideration at 58.4%

When asked, "Q1. Please tell us the types of content you frequently encounter when considering or gathering information about BtoB products/services. (Multiple answers allowed)" (n=317), the responses were: "Product/Service Introduction Materials (PDF)" at 58.4%, "Case Studies (PDF/Web Articles)" at 55.2%, and "White Papers/Research Reports (PDF)" at 45.1%.

・Product/Service Introduction Materials (PDF): 58.4%

・Case Studies (PDF/Web Articles): 55.2%

・White Papers/Research Reports (PDF): 45.1%

・Comparison Articles/Sites: 44.5%

・Industry Media Articles: 41.3%

・Individual Proposal Materials from Vendor Sales Representatives: 28.4%

・Webinars (Live Streaming/Recorded Viewing): 26.5%

・Explanatory Videos/Tutorial Videos: 20.2%

・Other: 0.3%

・None in particular: 8.2%

・Don't know/Cannot answer: 1.3%

"Search (e.g., Google Search Results)" is the Top Source for Business Professionals to Obtain BtoB Materials

When asked, "Q2. Please tell us the channels through which you have obtained materials related to products/services you are considering in the past year. (Multiple answers allowed, up to top 3)" (n=317), the responses were: "Search (e.g., Google Search Results)" at 58.0%, "Email Newsletters/Individual Emails from Vendors" at 40.4%, and "Via Webinar/Online Seminar Participation" at 30.0%.

・Search (e.g., Google Search Results): 58.0%

・Email Newsletters/Individual Emails from Vendors: 40.4%

・Via Webinar/Online Seminar Participation: 30.0%

・Via Exhibition/Conference Participation: 29.7%

・Direct Provision from Vendor Sales Representatives (Meetings/Visits): 24.6%

・Via Industry Media Articles: 19.9%

・Circulation/Sharing by Internal Team Members: 18.3%

・Social Media (X, LinkedIn, etc.): 8.8%

・Other: 0.0%

・Don't know/Cannot answer: 1.6%

Over 40% of Business Professionals Feel They "Cannot Finish Reading" Received BtoB Materials

When asked, "Q3. Do you feel you are able to read BtoB materials you receive to the end?" (n=317), the responses were: "Completely disagree" at 8.2% and "Somewhat disagree" at 32.5%.

・Strongly agree: 18.0%

・Somewhat agree: 40.1%

・Somewhat disagree: 32.5%

・Completely disagree: 8.2%

・Don't know/Cannot answer: 1.3%

Reasons for Business Professionals Being Unable to Finish Reading BtoB Materials: "Content is Too Long" and "Too Much Information" Tied at 59.7%

When asked, "Q4. For those who answered 'Somewhat disagree' or 'Completely disagree' in Q3, please tell us the reasons why you cannot finish reading the BtoB materials you receive. (Multiple answers allowed)" (n=129), the responses were: "Content is too long" at 59.7%, "Too much information" at 59.7%, and "Difficult to find the information I want" at 42.6%.

・Content is too long: 59.7%

・Too much information: 59.7%

・Difficult to find the information I want: 42.6%

・Cannot secure time to read: 37.2%

・Conclusion or key points not clear until later: 26.4%

・Difficult to understand due to many industry or technical terms: 20.9%

・Much of the content does not match my consideration phase: 19.4%

・Weak basis for charts and figures: 14.7%

・Other: 0.0%

・Don't know/Cannot answer: 0.0%

Approximately 70% of Business Professionals Respond That They "Often Share Materials After Editing Them" Internally

When asked, "Q5. Do you often share materials received during consideration after editing them in some way?" (n=317), the responses were: "Strongly agree" at 20.8% and "Somewhat agree" at 47.6%.

・Strongly agree: 20.8%

・Somewhat agree: 47.6%

・Somewhat disagree: 22.7%

・Completely disagree: 6.6%

・Don't know/Cannot answer: 2.2%

Top Editing Action by Business Professionals is "Extracting Numbers and Figures"

When asked, "Q6. For those who answered 'Strongly agree' or 'Somewhat agree' in Q5, please tell us the editing actions you most frequently take with materials you receive. (Multiple answers allowed, up to top 3)" (n=217), the responses were: "Copy and paste only numbers and figures" at 51.2%, "Take screenshots of only the necessary parts" at 45.6%, and "Have AI like ChatGPT summarize it" at 35.9%.

・Copy and paste only numbers and figures: 51.2%

・Take screenshots of only the necessary parts: 45.6%

・Have AI like ChatGPT summarize it: 35.9%

・Summarize in my own words and rewrite as text: 35.5%

・Add comments tailored to our company's context/challenges: 26.3%

・Cut out only the relevant pages as a PDF: 19.4%

・Share only the link/URL of the original material: 18.0%

・Convey content verbally without using the material: 1.8%

・Other: 0.0%

・Don't know/Cannot answer: 1.4%

Over 60% of Business Professionals Cite "Information Sharing with Related Departments" as the Purpose for Sharing Edited Materials

When asked, "Q7. For those who answered 'Strongly agree' or 'Somewhat agree' in Q5, please tell us the purpose for sharing and utilizing edited materials. (Multiple answers allowed)" (n=217), the responses were: "To share information with members of related departments" at 64.5%, "To use as a basis for discussion within colleagues/team" at 44.7%, and "To submit as an agenda item for decision-making meetings" at 43.3%.

・To share information with members of related departments: 64.5%

・To use as a basis for discussion within colleagues/team: 44.7%

・To submit as an agenda item for decision-making meetings: 43.3%

・To seek decision from direct supervisor: 41.0%

・To incorporate into proposal materials for management/executives: 35.9%

・To use in internal study sessions/information sharing meetings: 26.7%

・To keep as a personal reminder/memo: 23.0%

・Other: 0.9%

・None in particular: 1.8%

・Don't know/Cannot answer: 0.5%

"Email Attachment/Link Sending" is the Top Method for Business Professionals to Share Internally, Accounting for 57.4%

When asked, "Q8. Please tell us the channels/methods you frequently use to share materials under consideration internally. (Multiple answers allowed, up to top 3)" (n=317), the responses were: "Email attachment/link sending" at 57.4%, "Sharing via chat tools like Slack/Teams" at 36.3%, and "Saving to our company's document management tool (e.g., Notion)" at 33.8%.

・Email attachment/link sending: 57.4%

・Sharing via chat tools like Slack/Teams: 36.3%

・Saving to our company's document management tool (e.g., Notion): 33.8%

・Printing and handing out paper copies: 31.9%

・Presenting on screen during meetings: 27.1%

・Incorporating into my own proposal materials (quoting/transcribing): 19.2%

・Conveying content verbally: 14.8%

・Other: 0.0%

・None in particular: 2.5%

・Don't know/Cannot answer: 0.9%

"Product/Service Introduction Materials" is the Top Content That Had the Most Influence

When asked, "Q9. Please tell us the type of content that had the most influence on your recent product/service consideration and decision-making discussions." (n=317), the responses were: "Product/Service Introduction Materials (PDF)" at 23.7% and "Case Studies (e.g., success stories of similar companies)" at 19.2%.

・Product/Service Introduction Materials (PDF): 23.7%

・Case Studies (e.g., success stories of similar companies): 19.2%

・Comparison Articles/Sites: 12.9%

・Individual Proposal Materials from Vendor Sales Representatives: 10.1%

・Industry Media Articles: 9.8%

・Explanations in Webinars or Videos: 7.3%

・Industry Research Reports/White Papers: 7.3%

・Frameworks/Checklists Provided by Vendors: 1.9%

・Other: 0.0%

・No relevant materials: 4.7%

・Don't know/Cannot answer: 3.2%

Over Half of Business Professionals Cite "Conclusion or Key Points Clearly Stated at the Beginning" as a Condition for "Used" Materials

When asked, "Q10. Please tell us the conditions of materials that you feel are actually "used" in situations like internal decision-making or proposals. (Multiple answers allowed, up to top 3)" (n=317), the responses were: "Conclusion or key points clearly stated at the beginning" at 54.6%, "Numbers/graphs can be independently quoted" at 30.9%, and "Structured for easy extraction of relevant parts for sharing" at 28.1%.

・Conclusion or key points clearly stated at the beginning: 54.6%

・Numbers/graphs can be independently quoted: 30.9%

・Structured for easy extraction of relevant parts for sharing: 28.1%

・Includes case studies tailored to our industry/company size: 27.8%

・Provided as a set with related explanatory videos/webinars: 22.4%

・Structured so that key points can be grasped without reading the entire document: 19.6%

・Rich in primary information/original data: 17.7%

・Includes charts/graphs that can be directly transcribed into proposal materials: 11.0%

・Other: 0.0%

・None in particular: 5.4%

・Don't know/Cannot answer: 1.9%

Comments Include "The Outcome Was Consistent with the Materials After Discussions" and "Having the Conclusion First Allows Us to Judge Its Value"

When asked, "Q11. For those who answered anything other than 'None in particular' or 'Don't know/Cannot answer' in Q10, please freely describe the characteristics of the materials you answered about in Q10." (n=294), 144 responses were received.

<Excerpts from Free Responses>

・Although there was a thorough discussion process, the outcome was consistent with the materials I wrote, which helped support my explanation.

・Information is included that makes it easy to imagine use cases within the company or for the client, and allows for imagining customization and scalability even if not directly stated.

・Materials that describe the process and premises, not just the events and results, are useful.

・I don't read materials that don't have the conclusion at the beginning. Knowing the conclusion first allows me to judge if the material is worth reading.

・Can be directly used for internal presentations/deployment, reducing the effort required for me to internalize the information.

Summary

This survey was conducted on 317 business professionals at the section chief level or higher who have been involved in the consideration and selection of BtoB products/services within the past year and have experience participating in internal decision-making meetings, to investigate the conditions of materials used within prospective client companies. The results revealed that approximately 70% share received materials after editing them internally, with "extracting numbers and figures" being the most common editing action (51.2%).

First, the most frequently encountered content during BtoB product/service consideration and information gathering were "Product/Service Introduction Materials (PDF)" (58.4%), "Case Studies" (55.2%), and "White Papers/Research Reports" (45.1%). The primary channel for obtaining materials was "Search" (58.0%), followed by "Email Newsletters/Individual Emails from Vendors" (40.4%). On the other hand, 40.7% felt they "could not finish reading" received materials, with reasons being "content is too long" and "too much information," both at 59.7%. Those who share after editing internally accounted for 68.4%, with top editing actions being "extracting numbers and figures" (51.2%), "screenshots" (45.6%), and "AI summarization (e.g., ChatGPT)" (35.9%). The most common purpose for sharing edited materials was "information sharing with related departments" (64.5%), followed by "basis for team discussion" (44.7%) and "submission for decision-making meetings" (43.3%). The leading method for internal sharing was "email attachment/link sending" (57.4%), followed by "Slack/Teams chat tools" (36.3%) and "document management tools" (33.8%). The content that had the most influence on decision-making was "Product/Service Introduction Materials" (23.7%) and "Case Studies" (19.2%). The condition for materials to be "used" was overwhelmingly "conclusion or key points clearly stated at the beginning" (54.6%), followed by "numbers/graphs can be independently quoted" (30.9%) and "structured for easy extraction of relevant parts for sharing" (28.1%).

This survey highlights that the goal for BtoB materials is not just "delivery," but rather designing them with the understanding that they will be edited and redistributed internally by the recipient. This is likely due to an increase in stakeholders involved across multiple departments and hierarchical levels, necessitating the "translation" of information to fit various contexts, and the established use of AI summarization. It suggests that the next competitive frontier in BtoB marketing may lie in redefining content quality not by information volume, but by its "completeness as a component" that allows recipients to grasp key points quickly and function effectively regardless of who it's passed to within the company.

Download this survey report here: https://ideatech.jp/download/363/?utm_source=pr_260630

Online Conference to Deepen Understanding of These Survey Results

Structuring Conferences with "Facts" Instead of "Opinions"

Through 9 original surveys and 4 online conferences annually, this series redefines key issues in BtoB marketing starting from "facts (data)" and provides insights applicable to practical work.

Conduct original surveys before each session Design discussions based on that data Provide information in a way that participants can relate to their own companies With these three features, we aim for a state where "it can be replicated by your company" rather than just "it's somewhat helpful."

Furthermore, survey results will be published as press releases and reports, contributing knowledge to the industry as a whole.

As a specialist in research PR, IDEATECH has supported over 800 companies and has a track record of producing over 2,500 pieces of research content.

Bizibl, as a SaaS that supports webinar planning, delivery, and data utilization as an integrated service, has helped companies achieve continuous lead generation and conversion to sales opportunities.

Through the collaboration of both companies, we realize a new conference model that integrates "creating facts" and "designing the venue."

Annual Program Overview

This series is structured to allow for the redesign of marketing throughout the year.

Period

Type

Theme

March

Conference + Survey (Completed)

The Seven Deadly Sins of BtoB Marketing: What Actions Do Prospects Dislike?

April

Conference + Survey (Completed)

Are You Generating Synergy Between Measures? (The Orchestration 2026)

May

Survey Release

Do You Have High Customer Resolution?

June

Survey Release

What Should Marketers Spend Their Time On?

July

Conference 1 + Survey

How is Content Consumed, Edited, and Distributed by Prospects?

August

Conference 1 + Survey

In the Age of AI Search, Is Your Brand Being Spoken of "Correctly"?

October

Conference 2 + Survey

Is Your Marketing Being Communicated with "Facts"?

November

Survey Release

How Are Marketing Results Evaluated "Internally"?

December

Conference 3 + Survey

Are You Doing Marketing That Truly Earns Customer Trust?

Company Overview

Company Name: Bizibl Technologies Inc.

Representative: Representative Director & CEO Yohei Hanatani

Headquarters: 101-0054 Tokyo, Chiyoda-ku, Kanda Nishikicho 2-2-1, 11F

Capital: 43.5 million yen (including capital reserve)

Business Activities: Provision of the webinar marketing SaaS "Bizibl"

URL: https://bizibl.tv

Company Name: IDEATECH Inc.

Representative: President Tomoo Ishikawa

Location: 3F, Daiichi Hoki Bldg., 2-11-17 Minami Aoyama, Minato-ku, Tokyo 107-0062

Establishment Date: February 2010

Business Activities: 1 IDEA Content Business

・Research Data Marketing "Lisapy®︎"

・Report Marketing "Repopy®︎"

・Thought Leadership Marketing "Hakupy®︎"

・Column Marketing "Colapy®︎"

・Q&A Marketing "X-Questions®︎"

2 IDEA PR Business

・PR Strategy Consulting "PR-GROWTH"

・PR In-house Support "IDEA PR houseAI"

・LLMO Strategy Consulting

3 IDEA Marketing Business

4 IDEA Design Business

5 IDEA Sales Business (Content Sales®︎)

6 IDEA Solutions Business

7 IDEA AI Business

・Generative AI Introduction/Operation Support Training

・Generative AI Training

URL: https://ideatech.jp

FACT BOX

  • Source: PR TIMES
  • Category: Survey結果