A new study has discovered that while most businesses believe that B2B content improves their perception of a brand, 71 per cent are often or sometimes disappointed in the value of B2B gated content.
The numbers, compiled by Informa Tech, measure the state of the relationship between marketers and senior B2B technology-buying decision-makers.
The Index, which reveals an overall score of 61 on a scale of 1 to 100, uncovers the disparity between existing content marketing practices and the preferences of senior business technology decision-makers, giving marketers essential insights into how to elevate trust with this key audience.
Key findings include:
- Quality is critical. Although 85 per cent of business technology decision-makers believe that high-quality thought leadership B2B content improves their perception of a brand, 71 per cent were often or sometimes disappointed in the value of B2B gated content
- Spammers cause problems for themselves. 41 per cent of respondents who were incorrectly targeted or spammed said they wouldn’t buy a product from the offending brand, and 24 per cent said they weren’t sure they would do business with that brand in future
- Senior appetite for content is high. 41 per cent of combined C-level and executive-level B2B technology buyer respondents exchange their data for gated B2B insights an average of once a month or more
- Tech budgets are increasing in 2024. 88 per cent of respondents declared their technology budgets will increase in the next 12 months
Informa Tech’s Marketing Services Product Director Emma Moorman said that the Informa Tech Trust in Marketing Index suggests there is more work to be done to maximise the value of marketing content.
Valuable content is essential to senior decision-makers, but how easily wrongly timed, targeted, or poorly executed content can undermine trust.
“Trust is key to building long-term relationships, and we know from multiple studies that senior decision-makers are more likely to make decisions based on trust and relationships than less senior roles in an organisation. With tech buying budgets expected to go up next year, it is crucial to understand the factors that will build or break trust in 2024 to create a fertile ground for sales,” she said.
