How Search And Social Empower The B2B Tech Buyer

How Search and Social Empower the B2B Tech Buyer

A survey of 1,400 B2B buyers by the Corporate Executive Board indicated that an on average they complete 60 percent of a purchase process before engaging a vendor. Previously, a lot of research was done through talking to peers, posting on listservs and accessing vendor materials. Search and social are now fundamentally changing how buyers research products.

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Lessons For B2B: Can You Trust Reviews On TripAdvisor?

Lessons for B2B: Can you trust reviews on TripAdvisor?

The UK newspaper the Daily Mail ran a story on August 4, “It's the hotel review website that millions use to help choose their holiday. But... Can you trust a single word on Trip Advisor?” The essence of the story was that while TripAdvisor has developed enormous scale with more than 100 million reviews, “the trouble is that there is no way of proving how many of its reviews are genuine and how many are the work of fraudsters with axes to grind or hoteliers blowing their own trumpets.” The article shared a story of a hoax restaurant review which…

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TrustRadius Secures $5 Million In Series A Financing From Mayfield Fund To Transform The Way Businesses Buy Enterprise Software

TrustRadius Secures $5 Million in Series A Financing from Mayfield Fund to Transform The Way Businesses Buy Enterprise Software

TrustRadius, which is reinventing the buying process for enterprise software through crowdsourcing, today announced that it has secured $5 million in Series A financing from Mayfield Fund to scale operations. The company also said that Mayfield Fund partner, Rajeev Batra, will join its board of directors. TrustRadius is the latest investment in Mayfield’s marketing software portfolio, which includes AgilOne, Gigya, Marketo, Moat, Newscred and Viralheat. Publicly launched in May by a serial entrepreneur renowned for introducing disruptive technology, TrustRadius provides enterprise software purchasers with authenticated, objective, peer reviews of popular solutions for managing virtually every aspect of an organization’s operations.…

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Transparency Coming To B2B Technology Marketing

Transparency Coming to B2B Technology Marketing

The last decade has seen B2B technology marketers adapt to many shifts in distribution model and buyer behavior. Like consumers, business buyers are increasingly doing research online before talking to a vendor. In response, B2B marketers have significantly expanded their content marketing efforts by “providing valuable information or entertainment that stops short of a direct sales pitch or call to action, which seeks to positively influence a customer in some way.” This strategy has been quite effective, but remains a far cry from content available to consumers. Consumers are empowered to do comprehensive research prior to a decision through peer reviews and forums.

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