Daniel Klein says, “Delivering credible, objective, and engaging content is a must for today’s B2B marketer as prospects discover, explore, and buy your solution. But what attributes and sources make content credible and objective to B2B buyers? This is a common question asked of my consulting team, and in the age of the customer — where empowered buyers rely on multiple content sources before talking with a sales team and 50% of buyers say much of the content they receive is useless — the answer is more important than ever.

To get answers to this and other key questions we receive from content marketers, Forrester surveyed over 200 IT and LOB technology buyers and influencers”.
B2B Marketers: Mind The Content Credibility Gap

The Forrester Blog

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