Research reports

Latest insights from the team

Two Faces of Influence

How can marketers make sure their content is important, useful, and trustworthy to an enterprise audience, and reaches that audience in an appropriate way?

We explored that topic with Hotwire in early 2016 and found some surprising results, including the fact that IT and marketing decision makers would rely on Facebook as their sole channel of influence ahead of others like LinkedIn.

But the world has changed. Reports that social media newsfeeds are skewed mean that many are cautious of fake news on sites like Facebook. Is this true for enterprise decision makers too, and how does this affect their trust in vendor messaging?

This year’s research in partnership with Hotwire makes some surprising findings. Not only has decision makers’ approach to finding information about vendors changed, so has their belief in different types of content. And in a time when politicians say people have had enough of experts, executives are beginning to value fact and opinion very differently when they are looking for solutions.

The importance of video to this audience is changing too, and not necessarily in the way that vendors would imagine.

Who do decision makers now trust? And what should vendors do to make sure that their content is trusted and seen at the right time?

Download the full report to find out.