Exploring new
horizons built on belief
Our annual research into
the voice of your customers.
For too long, we’ve told ourselves that marketing builds trust. But this year’s data proves otherwise. What marketing really builds is belief. Fragile, precious and harder to win than ever.
As part of our annual study, 200 senior IT decision-makers told us how belief is created, tested and broken in today’s buying environment. Their answers reveal a world where there’s:
Content dysmorphia, 56% say they feel more informed yet less confident than ever
AI’s double edge, 82% say the most valuable AI helps them understand, but not create
Theatre vs leadership, 83% say they only believe content based on real research with real people
About the report
Art & Science is our annual research into the marketing preferences of our customer’s customer. We realised there was little conversation about how our target audiences want to be communicated with – so, we started talking.
Now in its third year, the study continues to surprise and encourage us. Some themes have stayed the same, only compounding their importance. Others have shifted, reflecting the pressures shaping buyers today. Together, they help us understand the world around us.
In 2023, 90% of respondents said that there was both an art and a science to creating a positive buyer experience. In 2024, 84% still felt that way. And today, 89% agree that it needs to be recognised. Our research consistently reinforces the point, year on year. The art of imagination, creativity and inspired engagement. And the science of data, evidence and human truth.
The Art & Science podcast
Hear our Commercial Director, Jon Buckthorp, talk to B2B Marketing about Art & Science, what this year’s research tells us about belief, and why creativity and curiosity remain marketing’s most powerful tools.
Turning your content into conversation
Content shouldn’t be the end of the conversation. It’s the start. Sens/AI is our GenAI engagement tool that transforms static assets into personal experiences. It gives your customers the opportunity to explore your content on their terms, and ask the questions they really want to ask.
Explore every edition of Art & Science
Every year, we go back to your customers. And every year, they tell us something new about how they think, believe and decide. Together, these reports show the evolution of the buyer’s voice.
Art & Science 2023
Art & Science 2024
Art & Science 2025