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65: 2024 B2B Buying Report: It's All About Brand Awareness, Trust, and Transparency - with Allyson Havener, SVP of Marketing and Community at TrustRadius
Episode 6512th June 2024 • Women in B2B Marketing • Podcast Host: Jane Serra, 15+ years in B2B marketing across all industries from SaaS to Marketing Agencies and International Outsourcing.
00:00:00 00:45:23

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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 -

Host: Jane Serra -

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




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