Buyers Have Changed.
So buyers are creating their own journey
Buyers are searching for people like them
84% of buyers seek input from peers and existing users. But case studies and vendor-provided references aren’t enough — they want balanced and unbiased feedback, not just your hand-selected advocates. Reviews provide that authenticity, and are now the no. 2 most used information source during the purchasing process.
Your customers can help you bridge the gap
B2B buyers want feedback, but they are also open to sharing feedback to help their peers. 84% said they would be willing to do more to share their perspective with other buyers. Reviews are a scalable and trustworthy way to leverage your customers.
Transparent vendors win more deals
B2B technology is a high-stakes purchase, and often requires significant vendor involvement to get the deal done. But to win over buyers, you need to proactively put customer proof at every touchpoint. Very influential vendors are 2x more likely to be candid about their product and provide authentic customer insights.