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1、How B2B marketers can fill the trust gap2023 TRUST IN MARKETING INDEXObjectives and methodologyThe Informa Tech 2023 Trust in Marketing Index measures the state of the relationship between marketers and B2B technology buying decision makers.Informa Tech surveyed 150 total B2B technology buying decis

2、ion makers(68 at the C-level or executive level of seniority and 82 at the director level)in the United States and United Kingdom in the Summer of 2023 to find out how trust is fostered through:The survey included five baseline questions with assigned point values for each answer(from 10 for the mos

3、t optimal answer descending to zero for the least optimal answer).The point totals for each question were then added together,and that number was divided by the total number of responses to each question(excluding any“not sure”responses)to establish each questions average score.The averages of the f

4、ive questions were then each weighted at 20%and added together to create the index score,which is on a scale of 0 to 100 and rounded to the nearest whole number.See the appendix for the five index questions and their results.Index scoring1506882respondentsC-level or executivesdirectorsThe result a s

5、core on a scale of 0 to 100 is meant to reflect how well the marketing industry has built trust with this important audience.Accuracy,clarity and expertisePersonalizationTimeliness22023 TRUST IN MARKETING INDEXThe largest barrier to improving trustThe Informa Tech Trust in Marketing Index shows B2B

6、marketers have work to do in several areas though one in particular stands out.The index indicates that just because marketers know how to effectively drive accurate content marketing to the correct audiences doesnt mean theyre giving their target audience what it needs.B2B technology buying decisio