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There is a trust gap in the B2B buying process. According to research TrustRadius' 2019 B2B Buying Disconnect report, vendor resources (like marketing collateral and sales reps) are the least influential of all available resources. In plain English, buyers don’t trust your marketing and they don’t trust your sales team. Yet buyers trust their peers. In fact, reviews are the second most used source of information for B2B buyers. How can you tap into trust and social proof to accelerate pipeline and drive sales?
What You Will Learn:
- The latest industry research on B2B technology buying preferences, including YoY changes in how buying decisions are made and who is responsible for making them
- Which marketing and sales resources buyers find most influential - and which they ignore
- What makes content trustworthy, and why that’s important to your bottom line
- Which types of social proof are trustworthy and most effective
- The decline of analyst influence and the rise of the millennial buyer
- Real-world examples of how you can effectively incorporate social proof into your marketing campaigns, and why this works
