MARKETERS CANNOT LIVE BY BRANDED CONTENT ALONE First, accept that brand marketing and CHAPTER 02 vendor-supplied content cannot drive B2B PRODUCT new business exclusively. With approximately two-thirds REVIEW TRENDS 2/3 of customers steering clear of AND BEST branded content altogether, PRACTICES FOR we must rethink how our brands MARKETERS build trust and condition consumers and professionals to champion our products and services. For marketers to effectively leverage and tap into the power Stress test this against your own buying behaviors, of B2B reviews, there are four both personal and professional. We’ve all learned to key trends and best practices make better, more informed purchases — priming to take note and advantage of. ourselves to relentlessly seek the truth. 06
The Rise of B2B Product Reviews Page 6 Page 8