B2B marketers: you know all that product info on your website?
It doesn’t carry all that much credibility with buyers because it’s seen as intended to generate leads rather than inform about a product, according to a recent report on how B2B buyers make decisions and how vendors influence those decisions.
And it turns out vendors know such material is not very effective.
The report, “The B2B Buying Disconnect,” was conducted by TrustRadius, which says this is the first comprehensive study of the topic. TrustRaidus provides B2B tech research and product reviews, and VP of Marketing Bertrand Hazard told me that his company intends for this report to be released annually.
What does carry the most weight?
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