Executive Summary Too often, B2B marketing messaging is product-centric and sounds impersonal, irrelevant, and biased. To create customer-centric content, you must understand and address your customers’ needs, challenges, and goals with the content you produce — all while promoting it at the right time and in the right channels to reach your key buyers. In May 2023, Forrester conducted a survey of 767 B2B technology buyers to understand their content preferences and experiences throughout the buying journey. We found that while buyers rely on vendor-provided thought leadership to inform their strategies and purchase decisions, they struggle to trust and find value in much of the content they receive. ABOUT FORRESTER CONSULTING Forrester provides independent and objective research-based consulting to help leaders deliver key outcomes. Fueled by our customer-obsessed research, Forrester’s seasoned consultants partner with leaders to execute their specific priorities using a unique engagement model that ensures lasting impact. For more information, visit forrester.com/consulting. © Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. Project Team: The Market Impact Consulting Group Contributing Research: Forrester’s Portfolio Marketing & Product research group © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 2 3
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