Marketing & Sales Archives - TrustRadius for Vendors

The B2B Buying Disconnect: Year-over-year trends show vendors need to spin less to sell more

April 17, 2018
Julie Neumann
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We are excited to release the 2018 B2B Buying Disconnect, our second annual report on the evolving relationship between technology buyers and vendors. In 2017, we focused on identifying the gaps between buyers and vendors, and discovered that vendors were not providing the resources and information their buyers wanted. This year, we took a closer look at buyer priorities, as well as the specific tactics that impact vendor trustworthiness and influence. Over 650 buyers and vendors took aligning surveys on the B2B purchasing process that covered how buyers make purchasing decisions, what information sources buyers use and trust, what information…

Coupa CMO on the Importance of Customer Voice in a Peer-Bound World

September 20, 2017
Julie Neumann
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Chandar Pattabhiram is the CMO of Coupa, a cloud-based spend management platform, and previously led marketing at Marketo and Badgeville. He will be on stage with our founder and CEO Vinay Bhagat, MapD CMO Grant Halloran and Gainsight CCO Allison Pickens at CMO Inflect on Sept. 21 for a session on Accelerating Growth With Your Customer’s Voice. We recently talked to Chandar about his unique perspective on leveraging customers and advocacy to drive marketing results. As a marketing leader, how are you adapting to the change in B2B buying behavior? We used to live in a world where brands…

New Guide: Everything you need to know to launch a 5-star review program

September 15, 2017
Julie Neumann
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Marketing and selling B2B technology isn’t easy. Bill Macaitis, who has led marketing at Slack, Zendesk and Salesforce and is now a TrustRadius board advisor, coined a phrase that instantly resonated with our team: B2B is a tough beast. You’re not selling in one day, you’re selling over months. People have never done so much research, often times before they even reach out to you, and during that process they want to hear from real customers. To the extent you can provide that to them, you are going to build trust. And trust is key, especially for a SaaS company…

How Reviews Influence Economic Buyers & Buying Committees

September 1, 2017
Emily Sue Tomac
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When it comes to signing on the dotted line for a new tech product, do reviews influence the economic buyer? In short, yes — sometimes economic buyers read reviews themselves, and sometimes reviews bubble up to them through buying committees. Here’s our full analysis, based on TrustRadius site traffic and registrations, market trends, and survey results. Which buyers read reviews? To understand who is being influenced by reviews, let’s first look at who is actually reading them on third-party sites like TrustRadius. (Keep in mind one major caveat: TrustRadius reviews are also consumed beyond our site itself, through syndication to…

Strategy Spotlight: How to become your own Chief Listening Officer

August 23, 2017
Julie Neumann
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Bob London, founder and CEO of Chief Listening Officers, helps B2B companies develop marketing strategies by tuning in to their customers’ challenges and priorities. We sat down with Bob to discuss how vendors can capture the customer’s voice and put it to work in marketing and sales. When did you realize the value in listening to customers? Over the past 20 years, I have worked with a lot of B2B technology companies as a marketing executive and outsourced CMO. When these companies would share their marketing and sales strategies with me, many of them were very confident that they…

The Power of Peers: 3 key marketing insights from the 2017 B2B Buyer’s Survey

July 21, 2017
Emily Sue Tomac
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Peer reviews have reached a historic level of importance in the buying process, according to Demand Gen Report’s seventh annual B2B Buyer’s Survey. The independent publication polled 283 C-level executives, vice presidents and directors who were involved in a B2B purchasing decision in the past year. They found that as decision makers become more risk averse and purchases become more complex, trusted insights from real users are a critical component of the buyer’s journey. This shift continues to create opportunities for vendors who align with today’s buyers. Here are some of the key data points from the survey and what…

What Bill Macaitis Learned About Customer Voice at Slack, Zendesk & Salesforce

June 30, 2017
Julie Neumann
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Bill Macaitis has led marketing at some of B2B technology’s most iconic and fastest growing companies, including Slack, Zendesk and Salesforce. He also recently became an advisor at TrustRadius. We sat down with Bill to discuss the new customer voice imperative and why he joined the TrustRadius team. How have you seen the role of customers and the customer voice evolve in the tech space? If you look back through history, the successful companies are always ones that have embraced a customer-centric approach. That being said, within the last 10 years we’ve seen this seminal moment where the voice of…

TIBCO CMO Shares His Secret for Launching a Marketing Rocket Ship

June 19, 2017
Julie Neumann
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Thomas Been, CMO of TIBCO, was recently named Marketing Executive of the Year by PR World Awards. We recently spoke to Thomas about the role customers play in his award-winning strategy. Tell us about TIBCO and your role at the company. TIBCO provides businesses with connected intelligence. On one end, we allow businesses to connect their systems and get data they can use in their applications and processes. Then we enable them to use that data to augment their intelligence by putting insights into the hands of the right people, like business users or data scientists, and into the…