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Is your brand trustworthy? Is there friction between the numbers and your message?Today's consumer will not believe your product or service is excellent just because you say it is. We must provide survey or data-based evidence to support our claims. A marriage between metrics and marketing will boost your engagement rate in a B2B setting. Allowing the facts to cultivate the narrative will provide scientific integrity.Proper survey methodology destroys implied bias when reviewed from an ethical standpoint. The story is in the data, and any peer or journalistic review will see it, immediately, for what it is: honest.Data literacy is important across your entire organization; synthesizing figures into real insight is best done by an expert. Not only will this lend credibility, but you will end up with easily absorbed graphics that plant visual seeds in the consumer. Too often: pretentious design nails the coffin shut on a prospective buyer’s interest. Clarity over cleverness.This week on Explicit Content: Katie Martell sits down with Clare McDermott at the MarketingProfs B2BForum to examine the good, the bad and the ugly in relation to content research.Thank you for listening to the Explicit Content Podcast. For more information, check out enterprisemarketer.com.Full Show Notes and Transcripts: https://emktr.co/ecp17