Becky Lawlor on What B2B Buyers *Actually* Care About

In this episode of Content, Briefly, Jimmy Daly chats with Becky Lawlor, founder of RedPoint Insights, about her new report, Content That Converts: 2025 B2B Buyer Insights.

They dig into what today’s B2B buyers value most—from credibility and original research to how AI tools like ChatGPT and Perplexity are changing the content journey. Becky shares findings on which formats drive conversions, why case studies still lead the pack, and how owning your research can boost brand trust and ROI.

This episode is sponsored by Ahrefs. Sign up for Ahrefs Webmaster Tools for free to improve your site’s SEO performance and grow traffic from search.

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Useful Links:

Follow Jimmy on LinkedIn: https://www.linkedin.com/in/jimmydaly/

Follow Becky on LinkedIn: https://www.linkedin.com/in/beckylawlor/

What Really Drives B2B Buyers to Convert in 2025: Free Report Download

Episode 72 with Becky Lawlor on Original Research Done Right

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► YouTube: https://www.youtube.com/@superpath

► LinkedIn: https://www.linkedin.com/company/superpath/

► Twitter: https://twitter.com/superpathco

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