Most content shared today isn’t informative or influential. Marketers often approach thought leadership with a product-centric mindset, missing the opportunity to provide useful or informative insights that can solve the needs of their buyers and help their brand stand out in a crowded field of thought leadership content. “Content is integral to the customer experience. It’s how customers find us, engage with us, and choose us. Given just how much content is pushed to business buyers, however, finding ways to stand out is critical.” — Phyllis Davidson, VP and principal analyst, Forrester 71% The materials vendors share with me is more focused on their products than my organization’s needs. Much of the materials vendors share with me is biased toward the vendor. It’s not objective or balanced. 65% The material vendors share with me fails to demonstrate a clear understanding of my organization’s needs. 59% Base: 767 respondents who are technology-buying decision-makers at global enterprises Source: Forrester’s Content Preferences Study, 2023 7 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 6
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