TrustRadius Trust Talks: Customer-Centric Strategies to Attract the New-Age Buyer

Using the VoC to Elevate Digital Discoverability and Drive Sales

A recent survey of 304 U.S. technology buyers, 101 sellers, and 103 marketers, conducted by Bain and Company and Google, revealed a discrepancy between technology buyers’ behavior and seller’s or marketer’s beliefs. Digital content quality has allowed tech buyers to self-educate to a greater extent, giving them more control over the sales process. 

To understand this challenge and how vendors can adapt to buyers who want to control and self-serve part or all of the buying journey, TrustRadius Founder and CEO Vinay Bhagat sat down with B2B marketing guru and serial CMO Rishi Dave, Expert Partner at Bain & Company.

TrustRadius’ Trust Talks series highlights B2B executives’ approach to building a culture of listening to customers, activating the customer’s voice, and creating a company that is customer-driven.

“How do you make yourself discoverable to the self-nurturer buyer? Content and scoring (intent data) is a critical component of that.” Rishi Dave

 Our Speakers

Rishi Dave

Expert Partner, Bain & Company

As Expert Partner at Bain & Company, Rishi works with CMOs and executive teams to build world-class capabilities and drive marketing transformations. He has held global chief marketing officer (CMO) roles at public technology and cloud companies, including Dun & Bradstreet, Vonage, and MongoDB. Prior to these roles, he served as the global head of digital marketing for Dell’s B2B businesses.  He is an author, keynote speaker, and presenter in global media, including, VentureBeat,, and MarTech series.

Vinay Bhagat

Founder and CEO, TrustRadius

Vinay conceived TrustRadius after experiencing challenges when buying enterprise solutions at his last company. He founded Convio in 1999, the leading SaaS platform for nonprofits. In April 2010, Convio became a public company, and was acquired in May 2012 for $325 million. He holds an MBA from Harvard Business School where he graduated as a Baker Scholar, an MS Engineering Economic Systems from Stanford University, and a MA Engineering Information Sciences from Cambridge University with First Class Honors.