In this episode of "Women in B2B Marketing," host Jane Serra welcomes Allyson Havener, SVP of Marketing and Community at TrustRadius. Allyson shares insights from the B2B Buying Disconnect report by TrustRadius and Pavilion. She emphasizes the value of leveraging customer reviews, original content, and proprietary research to build brand trust and influence buyer decisions. Allyson also highlights the growing role of millennials and Gen Z in the B2B buying process and the significance of balancing positive and negative feedback.

Allyson and Jane discuss:

Leveraging customer reviews and original content in B2B marketing
Significance of easy access to product information for buyers
Growing influence of millennials and Gen Z in the B2B buying process
The growth of buying committees in the enterprise and the shrinking buying groups in the mid-market and SMB segments
The top three factors that make buyers more likely to purchase
Building brand trust through review strategies
Leveraging proprietary research for marketing strategy and to build brand authority
TrustRadius' goal of driving consumption of the report to change industry perceptions
Embracing mistakes and learning from them for personal and professional growth

Key Links:

Guest: Allyson Havener - https://www.linkedin.com/in/allyson-havener/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

2024 B2B Buying Disconnect Report: The Year of the Brand Crisis

65: 2024 B2B Buying Report: It's All About Brand Awareness, Trust, and Transparency - with Allyson Havener, SVP of Marketing and Community at TrustRadius

Women in B2B Marketing