Join the Great Syndication Debate: What Truly Drives Lead Quality?
REGISTER NOW
Book a meeting

THE GREAT
DISCONNECT

New research from 600+ senior marketing professionals on the widening gap between buyer expectations and marketer messaging

View Report
Dell
Fivetran
forcepoint
Fosfor
IBM
Idera
Nagomi
nylon
outsystems
Ping Identity
pure storage
quectel
redhat
Seagate
Stratus
Tanium
threatlocker
visa
Vmray
Aryaka
Chargeebee
cloudflare

See what's inside

Evidence behind buyer decision drivers

Clear data on the factors shaping real tech buying decisions — from functionality and cost to support expectations and integration needs.

of buyers prioritize functionality and cost when making a decision.

Clear insight into marketer priorities

A sharp look at where marketers lean too heavily on innovation and vision, and how that misalignment affects trust, relevance, and performance.

of marketers align messaging with buyer needs.

Actions to close the buyer–marketer gap

Practical guidance for aligning message, proof points, and mid-funnel content, helping you rebuild credibility and accelerate buyer movement.

of marketers say AI now shapes decisions most in the evaluation stage.

Unlock Now

Why it matters

  • Buyer expectations have shifted fast — and without understanding what drives decisions today, even strong campaigns lose momentum before they ever reach consideration.
  • Marketers are prioritizing innovation over evidence — creating a gap that slows conversion and makes it harder to prove value inside increasingly risk-averse buying committees.
  • Trust is harder to earn than ever — meaning weak proof points, unclear pricing, or inconsistent messaging can stall deals long before a sales conversation begins.
  • AI now shapes mid-funnel decisions — and the marketers who adapt their content for AI-driven evaluation are already seeing stronger engagement and clearer buyer intent signals.
  • 2026 planning depends on real buyer data — giving teams the clarity to invest in the right messages, channels, and proof points before budgets lock and targets rise.

Who is the report for

B2B demand generation leaders

Who need stronger lead quality and mid funnel performance

Content and brand to demand strategists

Who want content and messaging shaped around real buyer needs

Marketing executives planning 2026

Who need data to guide next year’s strategy decisions

Ready to see what your buyers really value?

If you’re planning for stronger pipeline and better conversion in 2026, this report breaks down the buyer priorities you can’t afford to overlook.

Download report
Matt Levine
Commercial President
Leadscale Group
About

Matt Levine is an accomplished digital media executive with more than twenty years of experience specializing in programmatic, demand generation and data-driven marketing solutions for B2B advertisers. As Commercial President of LeadScale Inc., he established and leads the company’s U.S. operations, driving strategic growth and expanding its presence across North America. Prior to joining LeadScale, Matt played a pivotal role in the success of Kingpin Communications, where his leadership and expertise contributed significantly to the firm’s expansion and eventual acquisition by The Marketing Practice. Originally from and currently residing in Santa Cruz, California, he brings the same drive and balance he finds in surfing to his professional endeavors. 

Liz Wood
Global VP of Demand
MOI Global
About

Dynamic marketing professional – particularly in the digital demand / media space – offering 15+ years of experience leading global teams and key growth initiatives driving measurable revenue growth and customer retention.



Recognized as a leader in delivering innovative, reliable, cost-effective, and integrated marketing programs that improve brand awareness, preference, and ROI across both B2B and B2C.

Madelaine Oppert
SVP, Global Marketing
TechInformed
About

Madelaine Oppert is the SVP of Global Marketing at iResearch Services and TechInformed, with over 19 years of experience leading B2B marketing strategy at the executive level. She specializes in demand generation, thought leadership, and full-funnel brand growth, helping global organizations connect with decision-makers and convert insight into measurable impact. As moderator Madelaine brings both strategic expertise and practical perspective to guide an engaging discussion on how today’s marketers can build pipelines that last.

Enter your details
Privacy Policy Acceptance *

Inactive

Paid Search Marketing
Search Engine Optimization
Email Marketing
Conversion Rate Optimization
Social Media Marketing
Google Shopping
Influencer Marketing
Amazon Shopping
Explore all solutions