Is Your Organization Creating Compelling,Customer-Centric Content?
Take this two-minute quiz to see how well your organization understands its B2B technology buyers’ content preferences and experiences, and learn about best practices uncovered in the Forrester Consulting Thought Leadership paper titled, “A Guide To Creating Compelling Customer-Centric Content.”
To what extent do you believe B2B technology buyers agree with the following statement? (Select one.)
“The materials vendors share with me is more focused on their products than my organization’s needs.”
1/6
Did You Know?
71% of B2B technology buyers feel the materials vendors share with them are more focused on the vendors’ products instead of their organization’s needs.
Organizations need to invest in producing content that is laser-focused on helping to solve their buyers’ needs.
Base: 767 respondents who are technology buying decision-makers at global enterprises
Source: Forrester’s Content Preferences Study, 2023
2/6
To what extent do you believe B2B technology buyers agree with the following statement about thought leadership? (Select one.)
“I am more likely to trust a vendor’s thought leadership position and claims when they are backed up by objective, third-party-authored content or data.”
3/6
Did You Know?
86% of B2B technology buyers agree or strongly agree that objective, third-party-authored content or data is critical for trusting thought leadership positions or claims.
Can buyers trust the content your organization is producing? Is it backed by an objective third party?
Base: 767 respondents who are technology buying decision-makers at global enterprises
Source: Forrester’s Content Preferences Study, 2023
4/6
In which format do you believe B2B technology buyers prefer to experience written content (e.g., white paper, ROI case study, thought leadership paper, e-book, etc.)? (Select one.)
5/6
Did You Know?
B2B technology buyers are nearly twice as likely to prefer written content in an interactive web format compared to a static format. Interactive content helps buyers control the content they want to consume and leads to a more engaging content experience.
Is your organization publishing content in a format that your buyers want?
Base: 767 respondents who are technology buying decision-makers at global enterprises.
Source: Forrester’s Content Preferences Study, 2023
6/6
Register to read the full report
Read more about B2B technology buyers’ content preferences and experiences, and learn best practices for improving the effectiveness of the content your organization is publishing in the Forrester Consulting Thought Leadership Paper titled, “A Guide To Creating Compelling Customer-Centric Content.”
