2024 B2B Buying Disconnect Report: It’s All About Brand Awareness, Trust, and Transparency
Today’s B2B technology buyers are increasingly overwhelmed by the sheer volume of information and options available. Traditional marketing tactics are losing their effectiveness, and businesses are struggling to build trust and transparency with their audience.
This disconnect between buyers and sellers can lead to missed opportunities, wasted resources, and a lack of brand loyalty. With millennials and Gen Z now playing a significant role in the B2B buying process, the need for authentic, transparent, and trustworthy marketing has never been greater.
In this episode of “Women in B2B Marketing,” creator and host Jane Serra welcomes Allyson Havener, our Senior Vice President of Marketing and Community, to discuss the findings of our 2024 B2B Buying Disconnect Report. Listen in to discover how to navigate the complexities of modern B2B marketing and connect with the new generation of buyers.
Topics include:
- Brand trust: Leveraging customer reviews, original content, and proprietary research is crucial for building brand trust and influencing buyer decisions.
- Buying committees: There’s a growth in buying committees in enterprises, while mid-market and SMB segments see shrinking buying groups.
- Transparency: Easy access to product information and balancing positive and negative feedback are essential for building trust.
- Changing industry perceptions: Efforts for sharing the 2024 B2B Buying Disconnect Report to help bridge the gap between buyers and sellers.
Our Speakers
Jane Serra
VP Growth Marketing at Daxtra | Creator & Host of Women in B2B Marketing podcast
Jane is a marketing executive with 17+ years of experience leading marketing teams across demand generation, branding, events, content, and communications. Jane is the creator and host of Women in B2B Marketing, a biweekly podcast dedicated to motivating marketers at all levels in their careers through real-life stories of victory and defeat, challenge and triumph.
Allyson Havener
SVP of Marketing & Community | TrustRadius
Allyson leads marketing strategy at TrustRadius across all functions, including demand gen, product and partner marketing, and PR. She’s driven to establish TrustRadius as the platform where buying decisions are made. Allyson brings experience and expertise in hyper-growth marketing from previous roles at LiveRamp, an enterprise SaaS company. In her spare time, she teaches yoga and finds anything to do outdoors. Allyson was a ballerina in Dubai and graduated from University of California, Santa Cruz.
Additional Resources
2024 B2B Buying Disconnect Report: The Year of the Brand Crisis
The dynamics of buyer decision-making have dramatically shifted, placing urgency on vendors to put brand awareness, trust, and transparency at the forefront. For vendors, 2024 is undeniably “the year of the brand crisis” for those seeking to compete with established market leaders and for market leaders hoping to maintain their status.
RevUp Podcast: The Role of AI in Analyzing Customer Reviews
Discover how the TrustRadius team leverages AI to help vendors and buyers get the most out of customer reviews on our platform in this episode of the RevUp podcast.
The Year of the Brand Crisis & How GTM Leaders Can Adapt
This year’s report, 2024 B2B Buying Disconnect: The Year of the Brand Crisis, highlights how many companies are underestimating the importance of brand awareness and perception. As vendors have scaled back brand investment, buyers gravitate toward familiar products they’ve used before, heard about from their networks, or have had significant exposure to. In this live session, we sit down with Sam Jacobs, Founder and CEO of Pavilion, and Kathleen Booth, SVP of Marketing and Growth at Pavilion, to discuss these trends and how GTM teams, hoping to engage today’s buyers, can adapt.
Storytelling Throughout the Buying Journey: Sales vs. Marketing
In our second Hot Take LinkedIn Live Summer Series, we sit down with Darren Fanton, Founder and CEO of ScreenSpace, and Krysten Conner, 3x SaaS unicorn rep (ex-Salesforce, Tableau, Outreach), to discuss the need for proactive buyer engagement strategies based on our 2024 B2B Buying Disconnect: The Year of the Brand Crisis—and how to do it.
Closing Time Podcast: Brands in Crisis Mode
For B2B marketers, understanding the dynamics of buyer behavior is more crucial than ever. Recently, Allyson Havener sat down with Valerie Riley, Head of Content and Digital Marketing at Insightly CRM, to explore these dynamics and shifts on the Closing Time podcast.