Beyond byte-sized: Why long form content still reigns supreme in B2B tech buying

In this episode of the Trust and Influence in B2B Marketing podcast, host Joel Harrison speaks with Ash Lockett, Head of B2B marketing at Babel PR. They discuss findings from Babel's second annual research study examining what influences B2B technology buying decisions among enterprise organizations in the UK and US.

Topics Covered

• Babel PR's positioning as an integrated PR and marketing agency for B2B technology brands
• Research methodology focusing on 403 technology buyers from organizations with 1,000+ employees
• The continued importance of long-form thought leadership content in B2B tech purchasing decisions
• Trade media's position as the most influential information source for tech decision-makers
• The integration of different marketing channels and tactics for maximum effectiveness
• The relationship between trust and brand awareness in B2B purchasing decisions
• The potential impact of AI-generated content on thought leadership quality
• The critical role of technical champions in the B2B buying process

Key conclusions

1. Long-Form Content Remains Essential: Despite trends toward shorter content formats, one-third of B2B technology buyers prefer reading long-form thought leadership. For high-value, complex purchases, buyers need comprehensive information to build business cases and justify investments to senior leadership.
2. Trade Media Provides Critical Validation: One in five B2B tech buyers regularly consume news from industry trade publications. These specialized outlets offer more targeted impact than mainstream media by providing third-party validation that helps establish credibility and trustworthiness.
3. Consistency Across Channels Drives Results: Success requires an integrated approach where messaging remains consistent across all marketing touchpoints. As Lockyer notes, "68% in our research said consistency is ultimately really important in their purchasing decisions."
4. The "Rule of Three" in B2B Purchasing: Buyers typically only consider three brands when beginning a purchase journey. Establishing brand awareness is crucial to making this shortlist, with trust becoming the deciding factor between finalists: "You might be the most trusted brand on the planet...but if no one knows who you are, they're not going to purchase you."
5. Technical Champions Are Key Influencers: While marketing often targets C-suite executives, Babel's research found technical teams are almost as influential as CIOs and CTOs. These champions typically research vendors, create shortlists, and build the business cases that executives ultimately approve.

For B2B marketers looking to influence complex technology purchases, focusing on substantive, consistent messaging through targeted channels— particularly trade media and long-form content — while addressing both decision-makers and technical champions remains a winning strategy in 2025 and beyond.