Trends Report

COVID-19 Increased B2B Buyers’ Preferences For Digital Content With A Human Voice

December 27th, 2021
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Beth Caplow , Caroline Robertson , Christine Polewarczyk , Meredith Cain , Miriam ElKorchi , Marissa Fritz

Summary

Forrester surveyed 224 North American and European technology buyers to determine how the coronavirus pandemic changed their content preferences as they worked primarily from home. In line with prior results, buyers shared that they prefer hearing from current customers. They also want to work with vendors who provide relevant content digitally and adapt it as their journey progresses. This report shares survey data that will help B2B marketers and sellers modify their content plans to better engage buyers and prepare for a future where documents are more fluid, customizable, and structured in ways that separate the information from the presentation.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.