Buyers say the top things that make them distrust B2B tech brands are when vendor content is outdated or salesy, according to recent research from Informa Tech.
The report was based on data from a survey conducted in the summer of 2023 among 150 B2B technology buying decision-makers in the United Kingdom and the United States.
Respondents say the biggest factors that reduce or eliminate their trust in B2B tech brands are content with dated or often-repeated information (33% cite), content that leads with a sales pitch (29%), continued targeting with ads after purchase/decision not to buy (26%), and phone calls after filling out a form to receive content (22%).
Respondents say the top actions B2B brands can take to boost trust are to provide case studies (42% cite), provide current, actionable data (35%), provide access to experts (35%), and create messaging/content that solves their specific problems (29%).
B2B tech buying decision-makers say they engage with content to stay up to date on industry trends (67% cite), compare solutions (39%), and seek out new business strategies (33%).
About the research: The report was based on data from a survey conducted in the summer of 2023 among 150 B2B technology buying decision makers in the United Kingdom and the United States.
