60% of B2B tech buyers discount paid content

Licensed content from niche analysts is a valuable marketing tool. However, the perception of top analyst firms is shifted through #analystrelations, not spending.
Extensive effort is needed to win advocacy from the most influential analyst firms. As a workaround, most mid-market solution providers buy content from niche analyst firms to accelerate leads through the sales pipeline.
There are two downsides.
1. Licensing content from second- and third-tier analysts is often a substitute for shifting the perceptions of the most influential analyst firms, which buyers rely on.
2. Enterprise buyers are increasingly savvy about the different credibility of content producers. Three in five enterprise buyers consider paid-for content less credible.
Analyst relations programmes create awareness in the most influential analyst firms, and build it into advocacy. 
The chart above shows findings from a study conducted for CCgroup – B2B Tech PR by Sapio Research. It is based on responses from 250 senior employees, all of whom had been materially involved in major technology investments (average deal value of £330,808). For a copy of the full report, use the link below.

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