Two Faces of Influence

What influences the C-Suite in the post truth era?

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 report in partnership with  market researchers Vanson Bourne 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?


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