B2B buyers don't trust vendor content efforts

New CMO Council and NetLine report of business buyers finds peer-based organisations and their industry papers are the most trusted content sources, even as marketers raise their content marketing spend worldwide

Business buyers continue to give vendors poor marks for value and trustworthiness when it comes to their online content, a new CMO Council survey claims.

According to the Better Lead Yield in the Content Marketing Field produced by the CMO-focused industry association and content syndication group NetLine, 67 per cent of business buyers rate peer-powered organisations as among their most trust content sources, compared to nine per cent who named vendor whitepapers. In addition, 50 per cent cited papers from industry organisations as trusted and valued types of information, followed by customer case studies (48 per cent), analyst reports (44 per cent) and independent product reviews (41 per cent).

Eight-eight per cent of respondents also saw online content as playing a major to moderate role in vendor selection, while 28 per cent share content with more than 100 colleagues and 31 per cent with 25 to 100 people.

The report was based on an online survey of more than 400 business buyers worldwide and aimed at getting a better understanding on business-to-business (B2B) content sourcing behaviour. The CMO Council said the survey was triggered by the estimated US$16.6bn spent by B2B marketers on digital content publishing aimed at acquiring business leads, influencing customers and educating and engaging prospects.

While marketers are spending as much as a quarter of their marketing budgets on content creation, they still lack the sufficient competencies and cohesive strategies to deliver effectively for their organisation, the CMO Council claimed.

A recent report by Altimeter Group also reached the conclusion that organisations are failing in their content marketing quest by lacking the strategic or tactical capabilities to be successful.

The council advised organisations to develop well-conceived, customer-centric themes and subject areas, strong content origination capabilities and partnership, more effective delivery networks and measurable content performance tracking systems. As an example of a more successful approach, the report outlined a content-driven customer nurturing program at DocuSign, which helped reduce customer churn by 65 per cent and drove a 25 per cent improvement in corporate sales.

“Improving content relevance and performance is a strategic imperative for B2B marketing organisations,” the council’s executive director, Donovan Neal-May commented.

“B2B buyers are looking for content that is original, consultative and highly pertinent to where they are in their decision-making process. Too many vendors are failing these buyers with overly promotional and overly technical content that doesn’t adequately address market challenges and customer needs.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in