Wise & Zeal, specialists in C-suite content and engagement strategies for B2B technology companies, has today published further findings from The Wise & Zeal C-suite Content Credibility Report.
According to the research, technology vendors would benefit from taking a more empathetic approach to content creation if they want to drive engagement and strengthen relationships with C-suite audiences. Lack of concise, relevant, solution-driven, or personalised content was listed by these senior level respondents as recurring pain points:
- Content without enough information for the reader to ‘self-educate’ on how a solution relates to a business problem, or missing guidance on how to take action, was cited as the most common content frustration overall (41%) and was highest among CISOs (65%) and CSOs (63%). This was also especially high for respondents in Australia (57%), compared to those in Wider Europe (43%), the UK (39%), and the USA (33%).
- Generic content is another source of frustration for 32% of all respondents. CISOs (38%), CSOs (38%), CTOs (36%), and CEOs (33%) – and respondents from the USA (47%) – all want to see more personalisation.
- 32% of respondents were also annoyed by the lack of concise, to-the-point, information. Respondents from the USA (45%) found this more than twice as frustrating as those from Wider Europe (22%).
- Too much communication from technology vendors was a further frustration reported by a third of respondents, whilst 23% said they want content that is more relevant to them and their business.
“The findings suggest that specific, actionable, contextualised content helps business leaders address business challenges, and they want more of it,” said Aleksandra Miljus, Founder and CEO at Wise & Zeal.
“The data also tells us that C-suite audiences want details of how a solution, strategy, or approach will drive positive change within their organisation and direction on what to do next. Marketing teams often focus first on campaigns, leads, or immediate outputs rather than creating content focused on how to solve the business issues. To create empathy, you first put yourself in the shoes of the customer, consider their voice, and then approach the copy creation process considering their point of view. If content isn’t personalised to suit this senior audience it is at risk of becoming diluted, inefficient or inconsistent which wastes budget and resources.”
Content format preferences
The findings also suggest that marketing teams should consider how the C-suite digests content. When it comes to content length, 27% of respondents said that technology vendor communications take too long to read, whilst 24% need content to get to the point faster. Similarly, 19% want content they can absorb quickly – such as over a cup of coffee.
Too much copy was the most common frustration for CFOs (41%) whilst CISOs (35%) and CIOs (34%) want more short video content and bite-sized details that they can digest at a glance.
Other differences (markets)
- Those from the UK were the most likely to say that content from their trusted vendor would best help them to solve a problem – 50% of this market said this, versus 30% from wider Europe and 35% of those from Australia.
- Respondents from Australia take the longest, typically, to research a new tech vendor.41% said they spend a fortnight researching before engaging to purchase, this is versus 19% of those in the UK and 11% in the USA (who were more likely to take about a week).
- UK respondents are more likely to do all their own research when exploring new vendors – 61% from this market said they would do this versus 46% from wider Europe and 45% from Australia (who were more likely to say they are somewhat likely to do their own research).
- 31% of Australian respondents said they are more likely to speak with a new tech vendor only when close to making a purchasing decision.
- The USA was the most likely market to say following a peer introduction or recommendation, with 30% mentioning this.
- The UK and USA were the most likely markets to say that vendor content needed to be actionable to reduce the time it takes to research a new vendor, at 43% and 44% respectively.
- The same two markets (UK and USA) were the most likely to read a gated piece of content if the value was clear – 58% of those from the UK mentioned this as well as 63% of those from the USA.
“Content should build on the knowledge and expertise of customers, peers, and senior leaders who have experienced first-hand the challenges that this audience is facing. This is particularly important for CIOs, CISOs, and CTOs who traditionally have to work harder to justify new spending. When your content leads with real-world experience, it also demonstrates that your ideas, products, or solutions aren’t theoretical, which a senior audience respects,” concluded Miljus.
Register for the The Wise & Zeal C-suite Content Credibility Report Executive Summary.
Find out what the C-suite really thinks about tech vendor content.
Research methodology
An online survey was conducted by Atomik Research among 454 respondents from across the UK, wider Europe, Australia and the USA. All were C-suite level respondents and worked for businesses with 1,000 employees or more. Job titles of the respondents were CEO (40%), CTO (27%), CFO (13%), CIO (11%), CISO (7%) and CSO (2%).
The research fieldwork took place 25th June – 1st July 2025. Atomik Research is an independent creative market research agency that employs MRS-certified researchers and abides to MRS code.
About Wise & Zeal
Wise & Zeal provides high-impact, outcome driven, C-suite focused marketing services to ambitious B2B technology organisations. The company’s unique approach to executive content creation and engagement strategies empowers organisations to capture the attention, and imagination, of business leader audiences to drive engagement and build trust..
Wise & Zeal is known for designing and delivering strategic marketing programmes and sales activation campaigns that accelerate measurable revenue growth.