We have limited Portuguese content available. View Portuguese content.

Snap Chart

B2B Marketers: What People Say About You Matters More than What You Tell Them

Get customers to talk to each other and advocate for the brand.

Snap Chart

B2B Marketers: What People Say About You Matters More than What You Tell Them
B2B buyers rely on community information, especially from junior colleagues, more than marketers think they do
en

US business-to-business buyers and marketers have a fundamental disconnect. A new survey by Bain & Company and Twitter finds that buyers overwhelmingly trust information from their professional community—mainly their peers, current customers or vendors, junior colleagues, and industry sources. Marketers, by contrast, consistently underestimate the importance of conversations among this community, and they overestimate their own ability to direct purchasing decisions. Winning marketers, however, do a few things differently. They create spaces that generate conversations by developing online user groups or support forums. They disseminate insights throughout the professional community. And they fill a need by publishing on areas of expertise, providing access to experts, and offering training and certifications.

Related brief

B2B Marketers: All the Right Moves in All the Wrong Places

What people say about you matters more than what you tell them.

Tags

Quer saber mais?

Ajudamos líderes do mundo todo a lidar com desafios e oportunidades cruciais para suas organizações. Juntos, criamos mudanças e resultados duradouros.