Invest In Advocacy To Make Customer-Contributed Content Resonate

Customer-contributed content, such as case studies, videos, and peer reviews, delivers high impact for B2B buyers and customers when it demonstrates a deep understanding of their peers’ challenges, experiences, and outcomes. However, most B2B organizations struggle to produce this content with the depth of substance, quality, and transparency audiences require. In Forrester’s evaluation of customer content from 50 companies across 10 categories, every organization scored poorly. In this report, we present the findings of our evaluation and explain how to make customer content more effective.