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B2B Landscape

Navigating Trust in B2B Marketing

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Trust in B2B marketers is pivotal, yet there’s potential for growth, as highlighted by the Informa Tech 2023 Trust in Marketing Index. A critical area identified for improvement is the value derived from gated content.

A significant 71% of decision-makers express disappointment in the value of such content, with 23% often and 48% sometimes feeling this way. Historical data suggests that 48% of B2B buyers are somewhat willing to fill out a form if an asset is gated, 37% are very likely to complete the form for high-value content only, and 15% are unlikely to do so at all.

A recurring critique of B2B content is its generic nature. Detailed content emerges as a trust enhancer for B2B tech decision-makers, closely following content sourced from reputable publishers.

To fortify trust, B2B marketers are advised to incorporate case studies, offer up-to-date actionable data, and facilitate expert interactions.

Practices that can erode trust in a B2B brand include presenting outdated or repetitive content, leading communications with sales pitches, persistently advertising a product post-purchase or post-decision, and making unsolicited calls after content-related form submissions.


A staggering 95% of B2B tech decision-makers underscore the importance of accurate personal data for tailored communications. Furthermore, 41% of senior B2B tech professionals exchange their data for exclusive B2B insights monthly.

Yet, there’s apprehension about data sharing, especially concerning high-calibre B2B content. Predominant concerns include uncertainty about data usage and protection, excessive form fields, and challenges in ascertaining a company’s credibility.

B2B tech purchasers frequently read industry newsletters and partner websites, almost on par with B2B news outlets and social media platforms. Survey data suggests that top-tier marketing teams can capitalise on this by ramping up content creation, confident in its visibility. Participants in the survey consistently interacted with these channels:

To truly resonate with B2B decision-makers and boost brand trust, marketers must prioritise creating detailed, relevant content and uphold transparent data practices, ensuring every interaction adds value and fosters genuine engagement.


Informa Tech 2023 Trust in Marketing Index

Demand Gen 2023 Content Preferences Survey Report

Wawa Gilewski Market Intelligence