Bold and objective thought leadership positions are needed to help brands stand out. 86% of technology buyers are more likely to trust a vendor’s thought leadership position and claims if they are backup by an objective, third-party. “Buyers are drowning in a sea of sameness. They fail to find any value in the content they receive because much of it is myopically focused on the vendor and its products and services — not on the cares and concerns of the recipient. This is especially true for thought leadership content, which is frequency … a labored retreading of familiar ground or the latest business fad with little original thought or insight.” — Ian Bruce, VP and principal analyst, Forrester Base: 767 respondents who are technology-buying decision-makers at global enterprises Source: Forrester’s Content Preferences Study, 2023 9 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 8 Base: Source:
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