TrustRadius’ Post

👋 You're going to want to listen in to the Women in B2B Marketing podcast where host, Jane Serra, speaks with our SVP of Marketing and Community, Allyson Havener, about building brand awareness, trust, and transparency. They chat about the how the generational 🔃 shift in buyers is affecting the buying journey and how companies need to adapt. They also chat about the importance of 🛠️ building up your brand awareness and interactions with buyers (especially when they leave a negative review—because it happens, and buyers pay attention to how you react). AND, they chat about embracing mistakes and learning from them. 👏 👀 Check out the podcast: https://bit.ly/4biKxCF #WomenInB2B #B2BMarketing #BrandAwareness #YearOfTheBrandCrisis #Reviews

Did you catch this one yet? 💡 It'll make you think. Jane Serra, creator of the Women in B2B Marketing podcast, hosted our SVP of Marketing and Community, Allyson Havener, to explore the need for brand awareness, trust, and transparency. In this episode, they looked at: 🔹 Leveraging customer reviews and original content in B2B marketing 🔹 The top factors that make buyers more likely to purchase 🔹 Building brand trust through review strategies 🔹 Leveraging proprietary research for marketing strategy and brand authority 🔹 SO much more! Watch here: https://bit.ly/4biKxCF #YearOfTheBrandCrisis #B2BMarketing #WomenInB2B #BrandAwareness

What impact will Gen Z have on B2B buyer behavior? 🤷♂️ To find out we asked Ian Baer of Sooth® about his research into this area. The results surprised even him. Like Millennials before then Gen Z has been misunderstood, and in fact as a cohort is better at research, more analytical, better at planning, and more financially savvy. But to reach them with marketing will take adjustments to your approach in terms of topic, tone, content style, format. Lots to dive into here. https://lnkd.in/gq2BCq3n

Generational preferences are affecting your buying cycles!! According to Forrester's 2022 Buying Journey Survey, Millennials make up 60% of Sr. Level Buyers. 55% of them made a buying decision through a digital transaction method. How are you meeting your buyer expectations, identifying meaningful interactions in that buyer journey, and enabling your buyers to reach a buying decision? Forrester VP Research Director, Matthew Selheimer, tells Renegade, LLC podcast about Millennial and Gen Z buyer preferences, as well as best practices for broadening the scope of marketing metrics beyond pipeline. https://lnkd.in/e9c9ZRsf

🎙 How well are B2B brands meeting customer expectations? 🎙 Simi Dhawan reveals which areas of the B2B purchase journey have seen the biggest declines in brand delivery and explains why B2B experiences appear to be getting worse despite heavy investment from brands themselves. Listen to the full episode to learn the top 5 triggers for a B2B buyer to consider an alternative supplier and the commercial benefits of successfully delivering against the 7 newly important decision drivers 👉 https://lnkd.in/eP2B-HX9 #b2b #marketresearch #insights #b2bmarketing #decisionmaking #cx #customerexperience #brandexperience #podcast

Gen Z supporting the local: D2C Wisdom Nuggets #46 with Eli Bank, Co-founder of Absurd Snacks. 📈 You might remember we previously reported that Gen Z outspent other generations during the holidays. Lately we've also observed that they’re investing in brands that resemble themselves, often favoring small and local businesses. 🌱 Eli, who was in our podcast a couple of weeks ago, confirmed that: He thinks younger generations tend to render more support to smaller businesses. 👥 This shift towards supporting small and local businesses is driven by Gen Z’s desire for authenticity and connection with their communities. They value the personal touch and unique experiences that these smaller brands offer, rather than the mass-produced products of larger corporations. 🌏 This trend is not only limited to the holiday season but is becoming a year-round behavior for Gen Z. As they become more conscious of their impact on the environment and society, they’re choosing to support businesses that align with their values. 🤔 For businesses looking to attract Gen Z customers, it’s essential to understand their values and priorities. Supporting local and sustainable practices, as well as offering unique experiences and personalized touches, can help build a loyal customer base among this demographic. 📰 Wanna learn more on how to attract Gen Z? Check out our weekly D2C newsletter! The link is in our bio. #d2c #ecommerce #genz #brandloyalty

We live in the era of the *lurker*. In the B2B landscape, buyers' behavior is shifting towards a self-guided, digital-first approach. It's now common for potential buyers to engage in 'online lurking' - exploring blogs, podcasts, and videos to garner as much information as they can about a product or service before making contact with a company. Echoing trends from the B2C arena, these buyers demand accessible, transparent information about product details and pricing, and they place considerable weight on peer reviews. This is a cross-generational shift, not just limited to the digitally native Millennials and Gen Z. The COVID-19 pandemic hastened the change. To connect effectively with these buyers, consider the following: ▪️ Ensure visibility where your buyers conduct their online research (i.e. blogs, social media, podcasts, videos, articles). ▪️ Deliver the content they seek, such as in-depth product features and pricing details. ▪️ Validate your product claims with credible customer reviews. ▪️ Allow prospective buyers a hands-on experience with your product before purchase. From the article (link in comments) with TrustRadius CEO, Vinay Bhagat, it's clear that these buyers do not appreciate cold calls or unsolicited emails. They value their ability to independently discover, learn about, and validate product options. This all means businesses have to rethink their go-to-market strategies, keeping in mind these evolving buyer behaviors and preferences. The new normal in B2B buying is characterized by a digital, self-directed, and convenience-driven approach. The question for us is: Are we ready to meet these buyers in their preferred manner? #B2B #marketing #b2bmarketing

Retention, retention, retention! This is the main driver of success for CPG businesses seeking to build and maintain revenue through their DTC strategy. In our latest podcast about finding success with DTC strategies, Andrea Bielli, Managing Partner at Sevendots, explains that profit in DTC approaches centers around the people that keep coming back for more. He says: "You need to keep your consumers and your shoppers engaged in the long term in order to have a very good value extraction from these relationships.” 🤔 But how? ✅ Invest more into the community aspect of marketing and sales, especially the intangible benefits, the experience, the customer service. Huel, for example, was able to foster a strong and engaging community effectively online. It had a niche audience that was very focused on fitness, and it provided a platform for brand fans to exchange experiences and find information and ideas on approaching their fitness and health goals. Interested to know more about the many ways you can retain customers to maximise your DTC approach? Find the full podcast through the link in our comments section below. 👇

“Gripped with indecision.” Gartner is reporting that nearly half of all B2B buying decisions end in NO DECISION. Why? In the latest episode of Growth Driver, April Dunford says it’s because B2B buyers get to the end of the buying process and often just freeze: “What if I pick the wrong approach?”  “What if I pick the wrong product/vendor?” “What if this thing fails?” “What if nobody likes it and it doesn’t get adopted and used?” It’s easier to push the decision down the road. Why? Because in B2B, most companies and most solutions all look and sound the same. "Sea of sameness" is the cliche. But it's true. THIS is why your positioning and messaging is so crucial. It's even more important now that buyers are putting their purchase decisions under a stronger, mroe stringent microscope. Your positioning has to be CREDIBLE and DIFFERENTIATING. Your messaging has to TEACH AND ENABLE YOUR BUYERS about their problem and all of the ways they COULD choose to solve it. In words and ways THEY understand. You have to LOWER THE RISK OF A BAD DECISION by showing how your approach, your solution and your company is actually, factually, the best way for them to solve their problem. And along the way, bonus points if you educate them about the pain and missed opportunity they have been needlessly putting up with by clinging to their current status quo. It's a great episode. I had a blast talking shop with April. She's a hoot. See the link below to check it out. Be sure to follow, subscribe, and share with your team. What have you learned along the way about positioning and messaging? Intelligent Demand #B2BGrowth #B2BGTM

How did The Body Shop get so out of shape? Michael Veitch explains why it's so important to reflect your offline brand values online. And he explains how he helps companies do this - #D2C and #B2B using the principle that it's easier to do a thing right, than explain why you did it wrong. When marketing budgets are being sucked dry by the sheer proliferation of platforms, how do you pick the right one for your brand and achieve ultimate digital efficiency? The more efficient you are, the greater the savings. It's how the big boys do it - and you can too. Just take 20 minutes out of your day and give this show a listen! https://lnkd.in/gkp6nJGX Thanks to Mike, and to DINES ® Also Mike Jatania, The Body Shop