The Engagement Economy: How To Build The Relationship B2B Buyers Want

The Engagement Economy: How to build the relationship B2B buyers want

Recently, marketing automation vendor Marketo partnered with Illuminas to conduct research on The State of Engagement in 2017. They surveyed 1,192 marketers and 1,000 B2C and B2B buyers to find out how marketers build relationships with their buyers and where there is room for improvement. The study’s main conclusion — that “marketers think they are effective at customer engagement, but consumers think they could do better” — draws a clear parallel with TrustRadius’ own research into the The B2B Buying Disconnect, in which we specifically looked at the gaps and opportunities between business technology buyers and vendors. Drawing on findings from…

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CMO Inflect: 5 Key Takeaways On Marketing With Art And Science

CMO Inflect: 5 key takeaways on marketing with art and science

On Sept. 21, over 350 marketing executives gathered at the Computer History Museum for TiE Silicon Valley's CMO Inflect. The event focused on balancing the art and the science of marketing as the buyer’s journey continues to change at a rapid pace. “While the science is helping us be more precise, there is going to be a resurgence in the art of marketing,” said Manish Gupta, conference chair and CMO at Redis Labs. “That emotive aspect of the company needs to be led by the CMO across the board.” In almost every session, two themes rose to the top as key…

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How Reviews Influence Economic Buyers And Buying Committees

How Reviews Influence Economic Buyers and Buying Committees

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 reads 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…

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The Power Of Peers: 3 Key Marketing Insights From The 2017 B2B Buyer’s Survey

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

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…

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Why Content, Not Scores, Should Drive Your Review Strategy

Why Content, Not Scores, Should Drive Your Review Strategy

If you work for a software vendor, you probably already know that your buyers are using TrustRadius.com and other review sites to compare products. According to our latest survey, that’s how 82% of buyers on TrustRadius.com are using our site. As they build their long and short lists, reviews and ratings give them a helpful view of the "competitive environment," as one buyer put it. Here’s a breakdown of the various reasons your buyers are using TrustRadius. On average, respondents selected 2.2 use cases, meaning the vast majority of buyers compare products on TrustRadius and have one additional use or goal.…

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Announcing The 2017 TrustRadius Top Rated Winners

Announcing the 2017 TrustRadius Top Rated Winners

Today, we awarded the 2017 TrustRadius Top Rated badges to deserving vendors in 79 B2B software categories. Congratulations to the winners — your users love you! Vendors must be in the top tier of their category’s TrustMap to earn a Top Rated badge. Based solely on end-user data, Top Rated awards are unique in that they truly represent the voice of the customer. They are not influenced by analyst opinion, company size, site traffic, number of reviews or status as a TrustRadius customer. For more information on how the winning vendors are selected, visit our 2017 Top Rated selection criteria…

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Pragmatic Marketing Podcast On The B2B Buying Disconnect

Pragmatic Marketing Podcast on the B2B Buying Disconnect

Last week, research director Megan Headley joined Pragmatic Marketing’s Rebecca Kalogeris on the Pragmatic Live podcast to discuss The B2B Buying Disconnect, our landmark study on technology buyers and vendors. “There's been lots of studies that show B2B buyers are conducting more independent research than ever before, and are increasingly behaving like consumers,” explained Megan. “But there hadn't really been any research that looked at both buyers and vendors together. So how are vendors responding to these changes and are they missing out on any areas of opportunity?” In this episode, Megan and Rebecca deep dive into how buyers perceive…

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Why We’ve Rejected Over 13,000 Reviews & Ratings

Why We’ve Rejected Over 13,000 Reviews & Ratings

Let me start by explaining why the word “trust” is in our name. Trust is the most important factor to buyers who are reading reviews and using reviews to help them decide what to buy. When TrustRadius was founded, trustworthiness was proving to be a challenge for consumer reviews, and the team knew trust would be especially important for professionals making high-dollar, mission-critical software purchase decisions for their organizations. Years later, the way in which B2B software is bought and sold continues to evolve, with many studies showing that B2B buyers are more empowered to find information on their own…

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