B2B Buyers Don't Trust Vendors -- And That Is A Huge Opportunity for Marketers [Forbes]
Amazon.com, Inc. (AMZN)
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Source: Forbes
John Ellett Contributor i Opinions expressed by Forbes Contributors are their own. CMO Network I write about the marketing change agents challenging the status quo Tweet This Vinay Bhagat, CEO of TrustRadius Photo courtesy of TrustRadius There is a widening trust gap in the B2B marketplace that should ring alarm bells for CMOs. In a recent study from TrustRadius , 85% of B2B vendors said they were open and honest about their product during the sales process. Yet only 36% of B2B buyers believe they got the full picture from their vendor. That is a problem because buyers are twice as likely to be influenced by vendors they believe are transparent and trustworthy. “There is definitely a tectonic shift that's happened in our industry,” said Vinay Bhagat, CEO and founder of TrustRadius, a customer voice and insights platform that delivers reviews for B2B technology. “Buyer
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