What types of content do you prefer when you're researching for a business purchase?

The biggest mistake companies make is ignoring what is always at the front of customers' minds - money.
Put yourself in the position of a customer looking for a new DSLR camera. They find a nice model from Canon with lots of nice features. Do they go a long way down the line, downloading specs, explanations of these features or testimonials.
Perhaps, but first they want to know whether it is in their price range. Are they looking at a $5k model or a $500 one.
The customer will have an idea in their head. They've seen cameras at $300. They suspect they won't be up to the job but they want to spend as little as possible. They could be in the market for a $1000 model if they can be convinced that the features make it worth it to them.

But they won't start there. They may look at the features and shortlist what they want, then try to find it cheaper. They find the trade-offs - models with one feature they want but not another. They re-evaluate their requirements. They read reviews to see whether the feature is any good for their use anyway. Eventually they come to a buying decision - usually not with the product they first started on.

So how does this affect business purchasing?
First off if you give no idea of price you probably won't even be considered - they'll move on to a website with products which they feel are in their price range.

Secondly, there is a process as the customer homes in on the right features/price compromise. Help your customer with that process and they will often reward you with trust in your products. Often what the customer thinks they need is quite different from what is actually required. Tell them they are wrong and you lose them. Take them on a journey to the right feature set/price compromise and you will often win.

Thirdly the cheapest wins is not always true, but you must show the value for every feature, not just for the overall package.

Last, but not least - while endorsement may help initially, people don't really want the detail until they've made the value judgement. So either build price and value into your case studies or leave them until later in the process.

Content has changed and things which were designed for salespeople to leave with the client have now been thrown into the front line as the first point of engagement with that customer. Re-evaluate them with that in mind. Build a steps to purchase strategy with price as the first step and a small steps journey towards closer engagement. And remember, no amount of good content will disguise an uncompetitive product.