Trends Report

Use Third-Party Content To Attract And Persuade Elusive B2B Buyers

Decision-Makers Prefer Neutral Expertise And Data When Selecting Technology Solutions

June 23rd, 2016
With contributors:
April Henderson , Peter O'Neill , Matthew Camuso , Rachel Birrell

Summary

What you have to say to business buyers is more important than where you choose to say it. Content that is credible, objective, and trustworthy fits the bill, but only if marketers use qualified experts independent of their brand and influence to deliver data-driven points of view. Credible content also helps your prospects persuade their stakeholders and accelerate the sales process. This research shows B2B marketers how to source, develop, and use credible content to build a sustained, industrywide brand conversation.

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