Informa Tech, the premier source of market data and market access to the worldwide business technology community, today introduced its first Trust in Marketing Index, which assesses the condition of the relationship between marketers and senior B2B technology purchasing decision-makers.
The Index, which has a score of 61 on a scale of 1 to 100, highlights the mismatch between current content marketing practises and the preferences of senior business technology decision makers, providing marketers with critical insights into how to increase trust with this key audience.
Among the key findings are:
Quality is essential. Despite the fact that 85% of business technology decision makers agree that high quality thought leadership B2B content helps their brand perception, 71% are frequently or occasionally disappointed in the usefulness of B2B gated content
Spammers, take note. 41% of respondents who were inappropriately targeted or spammed indicated they would not buy a product from the offending brand, and 24% said they were unsure whether they would do business with that brand in the future. 41% of C-level and executive-level B2B technology buyer respondents share data for gated B2B insights at least once a month.
Seniors have a strong desire for content. 41% of C-level and executive-level B2B technology buyer respondents share data for gated B2B insights at least once a month.
Budgets for technology will rise in 2024. 88% of respondents said their IT budgets would increase in the coming year.
“The Informa Tech Trust in Marketing Index suggests that there is more work to be done when it comes to maximising the value of marketing content,” said Emma Moorman, Marketing Services Product Director at Informa Tech. “It’s fascinating to see how valuable content is to senior decision makers, but how easily mistimed, mistargeted, or poorly executed content can undermine trust.” Trust is essential for long-term connections, and several studies have shown that senior decision makers are more likely than less senior roles in an organisation to make decisions based on trust and relationships. With technology purchasing budgets likely to increase next year, it is critical to understand the aspects that will generate or break trust in 2024 in order to create a healthy field for sales.”
The 2023 Informa Tech Trust in Marketing Index was developed through interviews with 150 senior executives, CEOs, and C-suite members from the business technology sector in the United States and the United Kingdom. The poll investigates how accuracy, clarity, expertise, personalization, and timeliness create confidence. It featured five baseline questions with point values allocated to each answer to get the Index score.
Moorman will discuss the findings to a global audience of content marketers on Wednesday, September 27th, in Washington, DC, USA.
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