B2B tech buyers are seeking trustworthy content that provides value, but many marketers are struggling to meet these expectations, according to a new research report from Informa Tech. The 2023 Trust in Marketing Index, which focuses on B2B buyers in the United States and the United Kingdom, reveals that while three out of five decision-makers trust the content they receive, 71% are often or sometimes disappointed in the value of gated content. The report highlights the importance of content coming from a trusted source, being detailed, and endorsed by trustworthy individuals. Additionally, the study emphasizes that gating thought leadership content at the beginning of the buyer’s journey is a mistake, as it hinders the building of trust and confuses the audience’s intent. Overall, B2B marketers must focus on gaining insight into their audience’s intent and stage to deliver valuable experiences and move customers along their journey.
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B2B Tech Buyers Want Trustworthy Content
In the fast-paced world of B2B technology, trust is a crucial factor that tech buyers consider when making purchasing decisions. According to a recent research report from Informa Tech, B2B tech buyers want content that they can trust. However, many of them find it challenging to find content that is both trustworthy and valuable. This article will explore the importance of trust in B2B tech marketing, the factors that contribute to building trust with tech buyers, as well as the common mistakes that break trust between buyers and vendors.
B2B Tech Buyers Want Trustworthy Content
When it comes to making purchasing decisions, B2B tech buyers want content that they can rely on. They want to be confident that the information they are consuming is accurate, up-to-date, and unbiased. Trustworthy content helps B2B tech buyers make informed decisions and mitigates the risks associated with investing in new technology solutions.
Informa Tech Research Report
Informa Tech, a market research company, recently conducted a study on the trust levels of B2B buyers purchasing tech solutions in the content they consume from vendors. The report, titled the 2023 Trust in Marketing Index, provides valuable insights into the trust and content preferences of B2B tech buyers in the United States and the United Kingdom.
Content Value Disappoints B2B Buyers
Despite the importance of trustworthy content, the report reveals that B2B tech buyers are often disappointed with the value they receive from vendors’ content. In fact, 71% of B2B tech buyers say they are often or sometimes disappointed in the value of gated content, according to the research conducted by Informa Tech. This highlights the need for vendors to not just provide trustworthy content, but also valuable and relevant information that meets the needs of tech buyers.
Timing and Targeting of Content
In addition to content value, the timing and targeting of content are also crucial factors that impact trust between vendors and B2B tech buyers. The research shows that 64% of B2B tech buyers rate the timing of content as good or outstanding, while 62% say the targeting is good. However, there is still room for improvement, as almost 40% of decision-makers do not believe that the content’s timing and targeting work well for them. Vendors must ensure that their content reaches the right audience at the right time to build trust with tech buyers.
Building Trust with B2B Tech Buyers
Now that we understand the importance of trust in B2B tech marketing, let’s explore the strategies that vendors can employ to build trust with tech buyers.
Trustworthy Source
One of the key factors in building trust with B2B tech buyers is to establish oneself as a trustworthy source of information. Vendors should prioritize providing accurate, reliable, and unbiased content that is backed by data, research, and industry expertise. By consistently delivering trustworthy content, vendors can position themselves as thought leaders in their respective fields, earning the trust and respect of tech buyers.
Detailed Content
Tech buyers crave detailed and in-depth information that helps them make informed decisions. Vendors should strive to provide comprehensive content that dives deep into the features, functionalities, and benefits of their tech solutions. This level of detail demonstrates a commitment to transparency and helps build trust with tech buyers who are looking for thorough information to guide their purchasing decisions.
Shared by Trustworthy Individuals
In addition to providing trustworthy and detailed content, vendors should also leverage the power of influential individuals to enhance trust with B2B tech buyers. Sharing content from industry experts, thought leaders, and trusted customers can help build credibility and validate the vendor’s expertise. Tech buyers are more likely to trust content that is shared by individuals they perceive as trustworthy.
What Breaks Trust
While there are strategies to build trust with B2B tech buyers, it is also essential to be aware of the factors that can break trust. By avoiding these common mistakes, vendors can maintain trust and credibility with tech buyers.
Dated or Duplicative Content
Nothing breaks trust faster than outdated or duplicated content. B2B tech buyers expect vendors to provide up-to-date and original information that reflects the latest advancements and industry trends. Vendors should regularly review and update their content to ensure that it remains relevant and valuable to tech buyers.
Sales Pitch and Sales Calls
Another common mistake that breaks trust with B2B tech buyers is leading with a sales pitch or bombarding them with sales calls. Tech buyers are looking for informative and unbiased content, not a pushy sales pitch. Vendors should focus on providing educational content that helps tech buyers understand the value and benefits of their solutions without pressuring them into making a purchase.
Mistake of Gating Thought Leadership Content
Gating thought leadership content at the beginning of the buyer’s journey is a significant mistake that vendors often make. Thought leadership content, which is visionary and paradigm-shifting, should be freely accessible to potential tech buyers. By gating this content, vendors are limiting its reach and potentially deterring tech buyers from engaging with their brand.
Senior Tech Decision-Makers’ Behavior
According to the Informa Tech research report, fewer than half (41%) of senior technology decision-makers exchange their data for gated content once a month. This indicates that gating thought leadership content may not be an effective strategy to capture leads and engage with senior decision-makers.
Gating at the Beginning of the Buyer’s Journey
Thought leadership content is instrumental in shaping the buyer’s journey from the very beginning. By providing valuable insights and thought-provoking ideas at the outset, vendors can build trust and credibility with tech buyers. Gating this content hinders the buyer’s journey and prevents tech buyers from fully exploring the vendor’s offerings.
Building Trust and Insight
To build trust with B2B tech buyers, vendors should prioritize delivering valuable insights and educational content without gating it. This approach allows tech buyers to engage with the content at their own pace, fostering trust and building a strong foundation for a mutually beneficial relationship.
Conclusion
In the competitive landscape of B2B tech marketing, trust is essential for vendors to succeed. B2B tech buyers want content that they can trust and find valuable. By prioritizing trustworthiness, delivering detailed content, and leveraging trustworthy individuals, vendors can build trust with tech buyers and increase their chances of converting them into customers. However, it is crucial to avoid common mistakes such as providing dated or duplicative content, leading with a sales pitch, and gating thought leadership content at the beginning of the buyer’s journey. By focusing on building trust and providing valuable experiences, vendors can establish themselves as trusted partners in the ever-evolving world of B2B technology.