Why B2B Buyers Trust Peer Networks Over Vendor Claims

Most enterprise buyers ignore vendor claims because they have a better information source. In this episode, we explore how peer networks and independent analyst reviews have overtaken traditional sales collateral in the decision-making process for high-stakes B2B purchases. We look at why Salesforce wins without ads by leveraging user communities rather than broadcast messaging, and what that means for your account-based marketing strategy. If you are still spending budget on broad awareness campaigns instead of nurturing advocacy, you are fighting a losing battle against the buyer's instinct to trust equals over sellers.

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