Most tech vendors have plenty of content. Very few have content that actually works.

AI is flooding every channel with vendor messaging — and buyers are tuning it out. Organic click-through rates have fallen 61% since mid-2024. 79% of B2B buyers now rely more on AI tools and less on salespeople to make purchase decisions. The bar for content that actually earns attention and drives action has never been higher.

The gap is showing:

  • Content is created in silos — disconnected across channels and buyer stages
  • Vendor messaging is filtered out in favor of independent, analyst-led insight
  • Buyers arrive informed and skeptical, expecting proof — not a pitch

Inside this playbook:

Discover a step-by-step framework for connecting content across the full buyer journey — and learn how leading tech marketers are turning disconnected assets into campaigns that convert.

  • Why activation — not volume — is the real content problem
  • The Explore → Evaluate → Purchase framework and what content belongs at each stage
  • How to match your goal to the right content format
  • What a fully connected campaign looks like in practice
  • A ready-to-use activation checklist before your next campaign launch
And learn why analyst-led, research-backed content is the trust layer your campaigns are missing — and how IDC Content Marketing Services helps you build it.

AI is making it easier than ever to create content. The vendors who win will be the ones whose content buyers actually trust.

Download your Playbook now!

Available in PDF format

Take the Next Step with IDC

Ready to see what trusted, analyst-led content looks like in action? Explore real client examples across formats and buyer stages — or talk to an IDC expert about mapping the right content to your campaigns.