Tech firms get ‘Mickey Mouse’ data as they fail to build trust and credibility

Too many technology companies are getting their content marketing strategies wrong by failing to effectively engage with potential clients and being “obsessed” with generating leads.

Matt Barnett, business director at Carat Enterprise, a specialist division of Carat which handles technology and finance clients, said firms are too quick to put up “gated” content which readers can only access by providing personal information.

His comments came as new research from LinkedIn revealed that 56 per cent of users asked to fill out forms supply fake information, with Mickey Mouse one of the most commonly used identities.

The study, which questioned 104 people involved with making IT purchase decisions – branded the ‘IT Committee’ by LinkedIn – claimed that being too anxious to generate leads will damage a technology firm’s efforts to engage with potential future clients.