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Missing the Mark: 
Global Content Survey of 
Brand Marketers and 
their B2B Audiences 
Business Executives to Marketers: 
Stop Marketing 
Developed in association with
We surveyed… 
500 GLOBAL BUSINESS EXECUTIVES 
about what they are looking for from content providers 
Developed in association with 
and 
500 GLOBAL MARKETERS 
about how they are building their content strategy. 
2
of companies surveyed plan to 
MAINTAIN or INCREASE their 
investment in content creation in 
the coming year. 
Developed in association with 
93% 
MANY ARE GETTING IT WRONG. 
3
GLOBAL BUSINESS EXECUTIVES 
ARE SEEKING SUBSTANCE. 
WHILE MARKETERS ARE 
LARGELY MARKETING. 
Developed in association with 
4
Executives: Tell me something I don’t know. 
Developed in association with 
5 
75% Researching a business idea 
What is the primary 
purpose for seeking 
business content? 
What is most useful 
in making informed 
business decisions? 
34% 
Gives me a sense of the widely 
held outlook of my industry peers 
24% 
Presents two sides of a 
complicated industry issue 
24% 
Sheds light on an area of my 
business that I wasn’t fully aware of
Developed in association with 
Marketers: Look at us. 
6 
connect their content directly to 
a product or service 93% 
75% 
say that mentions of their products 
and services are a frequent part of 
their content strategy
Executives: Make it worthwhile and I’ll give you my time. 
51% Research reports 
27% Briefing papers 
19% Newsletters 
Developed in association with 
7 
Which forms of content 
have you found most 
helpful for a business-related 
matter? 
What is most useful 
in making informed 
business decisions? 
71% Articles 
8% Events 
85% 
Report preferring text over 
video and audio 
78% 
Report using their laptop or desktop 
to view content most frequently
EXECUTIVES JUDGE SUCCESS OF 
CONTENT ON ITS DISTINCTIVENESS. 
WHILE MARKETERS JUDGE 
SUCCESS ON SALES. 
Developed in association with 
8
Executives: Save the product pitch for another time. 
Developed in association with 
9 
67% 
Contained timely 
or unique 
information 
What are the key 
characteristics of content that 
had a meaningful impact on 
your perceptions of a brand? 
What is the main reason a 
piece of content did not 
succeed in making a 
positive impression? 
60% 
Helped me to understand a 
complex issue in simple terms 
71% 
Seemed more 
like a sales pitch
Brands: Success is based on sales. 
Developed in association with 
10 
measure the effectiveness of their 
content by the number of calls from 
prospects or customers 70% 
say the primary reason for creating 
content is to build brand and positive 
perceptions of the company 
85% 
yet
Brands: My colleagues don't get it. 
Developed in association with 
11 
report their content strategy is highly 
31% understood throughout their organization
MARKETERS AND EXECUTIVES AGREE: 
BRAND MATTERS. 
Developed in association with 
12
Content can build credibility or destroy it. 
of business readers say the brand a piece of content 
Developed in association with 13 
89% comes from is important 
and 
of marketers say the primary reason for creating content 
is to build brand and positive perceptions of the 
company 
85% 
35% 
but 
of executives report they have encountered content 
from companies that turned them off because they 
did not perceive it to be trustworthy 
and (happily) 
MEDIA COMPANIES ARE THE MOST FREQUENT 
PLACE EXECUTIVES TURN TO FOR 
TRUSTWORTHY CONTENT
The survey was conducted with the Economist 
Intelligence Unit’s Opinion Leaders Panel, made 
up of more than 100,000 global executives. 
More than 40% of the business executives 
surveyed are C-level, representing a wide array 
of industries, geographies, and company sizes. 
Developed in association with 14 
For complete data and demographics visit: 
missingthemark.ads.economist.com
15 
ABOUT 
In an era of information overload, The Economist Group Content Solutions 
help organizations be heard by the world’s most influential people. 
With 60 years experience of delivering content to clients, bolstered by 650 
expert analyst and editors worldwide across 200 countries - underpinned by 
an unrivalled in-house survey panel that bolsters the qualitative and 
quantitative analysis we undertake – we have the depth and breadth to 
deliver vital business intelligence which can rise above the noise. 
See our work here.
16 
ABOUT 
Peppercomm is an award-winning strategic, integrated communications and 
marketing firm headquartered in New York City with offices in San Francisco 
and London. We pride ourselves on listening first, last and always. The firm’s 
tagline: “Listen. Engage. Repeat.” emphasizes the unique approach 
Peppercomm takes in understanding exactly how a client can engage in 
authentic conversations with its audience, including developing, curating and 
circulating relevant content. 
Peppercomm was ranked No. 1 in Crain’s New York Business Best Places to 
Work 2012 and won the Silver Anvil Award for Best Integrated Campaign in 
2014. 
See more on what we’re about: peppercomm.com.
Thank you. 
Jeff Pundyk 
Global VP, Content Solutions 
@jpundyk

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Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audiences

  • 1. Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audiences Business Executives to Marketers: Stop Marketing Developed in association with
  • 2. We surveyed… 500 GLOBAL BUSINESS EXECUTIVES about what they are looking for from content providers Developed in association with and 500 GLOBAL MARKETERS about how they are building their content strategy. 2
  • 3. of companies surveyed plan to MAINTAIN or INCREASE their investment in content creation in the coming year. Developed in association with 93% MANY ARE GETTING IT WRONG. 3
  • 4. GLOBAL BUSINESS EXECUTIVES ARE SEEKING SUBSTANCE. WHILE MARKETERS ARE LARGELY MARKETING. Developed in association with 4
  • 5. Executives: Tell me something I don’t know. Developed in association with 5 75% Researching a business idea What is the primary purpose for seeking business content? What is most useful in making informed business decisions? 34% Gives me a sense of the widely held outlook of my industry peers 24% Presents two sides of a complicated industry issue 24% Sheds light on an area of my business that I wasn’t fully aware of
  • 6. Developed in association with Marketers: Look at us. 6 connect their content directly to a product or service 93% 75% say that mentions of their products and services are a frequent part of their content strategy
  • 7. Executives: Make it worthwhile and I’ll give you my time. 51% Research reports 27% Briefing papers 19% Newsletters Developed in association with 7 Which forms of content have you found most helpful for a business-related matter? What is most useful in making informed business decisions? 71% Articles 8% Events 85% Report preferring text over video and audio 78% Report using their laptop or desktop to view content most frequently
  • 8. EXECUTIVES JUDGE SUCCESS OF CONTENT ON ITS DISTINCTIVENESS. WHILE MARKETERS JUDGE SUCCESS ON SALES. Developed in association with 8
  • 9. Executives: Save the product pitch for another time. Developed in association with 9 67% Contained timely or unique information What are the key characteristics of content that had a meaningful impact on your perceptions of a brand? What is the main reason a piece of content did not succeed in making a positive impression? 60% Helped me to understand a complex issue in simple terms 71% Seemed more like a sales pitch
  • 10. Brands: Success is based on sales. Developed in association with 10 measure the effectiveness of their content by the number of calls from prospects or customers 70% say the primary reason for creating content is to build brand and positive perceptions of the company 85% yet
  • 11. Brands: My colleagues don't get it. Developed in association with 11 report their content strategy is highly 31% understood throughout their organization
  • 12. MARKETERS AND EXECUTIVES AGREE: BRAND MATTERS. Developed in association with 12
  • 13. Content can build credibility or destroy it. of business readers say the brand a piece of content Developed in association with 13 89% comes from is important and of marketers say the primary reason for creating content is to build brand and positive perceptions of the company 85% 35% but of executives report they have encountered content from companies that turned them off because they did not perceive it to be trustworthy and (happily) MEDIA COMPANIES ARE THE MOST FREQUENT PLACE EXECUTIVES TURN TO FOR TRUSTWORTHY CONTENT
  • 14. The survey was conducted with the Economist Intelligence Unit’s Opinion Leaders Panel, made up of more than 100,000 global executives. More than 40% of the business executives surveyed are C-level, representing a wide array of industries, geographies, and company sizes. Developed in association with 14 For complete data and demographics visit: missingthemark.ads.economist.com
  • 15. 15 ABOUT In an era of information overload, The Economist Group Content Solutions help organizations be heard by the world’s most influential people. With 60 years experience of delivering content to clients, bolstered by 650 expert analyst and editors worldwide across 200 countries - underpinned by an unrivalled in-house survey panel that bolsters the qualitative and quantitative analysis we undertake – we have the depth and breadth to deliver vital business intelligence which can rise above the noise. See our work here.
  • 16. 16 ABOUT Peppercomm is an award-winning strategic, integrated communications and marketing firm headquartered in New York City with offices in San Francisco and London. We pride ourselves on listening first, last and always. The firm’s tagline: “Listen. Engage. Repeat.” emphasizes the unique approach Peppercomm takes in understanding exactly how a client can engage in authentic conversations with its audience, including developing, curating and circulating relevant content. Peppercomm was ranked No. 1 in Crain’s New York Business Best Places to Work 2012 and won the Silver Anvil Award for Best Integrated Campaign in 2014. See more on what we’re about: peppercomm.com.
  • 17. Thank you. Jeff Pundyk Global VP, Content Solutions @jpundyk