The report was based on data from a survey conducted in the summer of 2023 among 150 B2B technology buying decision-makers in the United Kingdom and the United States.
Respondents say the biggest factors that reduce or eliminate their trust in B2B tech brands are content with dated or often-repeated information (33% cite), content that leads with a sales pitch (29%), continued targeting with ads after purchase/decision not to buy (26%), and phone calls after filling out a form to receive content (22%).
Respondents say the top actions B2B brands can take to boost trust are to provide case studies (42% cite), provide current, actionable data (35%), provide access to experts (35%), and create messaging/content that solves their specific problems (29%).
B2B tech buying decision-makers say they engage with content to stay up to date on industry trends (67% cite), compare solutions (39%), and seek out new business strategies (33%).
About the research: The report was based on data from a survey conducted in the summer of 2023 among 150 B2B technology buying decision makers in the United Kingdom and the United States.
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