Building Buyer Trust: A Beginner’s Guide for B2B Marketers and Sellers
Establishing buyer trust is a crucial aspect of B2B marketing and selling. However, it is a process that requires time, the right approach, and the right mindset. When done effectively, it has the potential to drive significant business outcomes that make the investment worthwhile. IBM is a prime example of a company that understands this concept, and G2 is proud to support their efforts. We have partnered with Jill Cross, IBM’s VP of Global Demand Gen Strategy, and her team to foster buyer trust.
IBM’s Strategy: Insights from the Forrester B2B Summit
During the recent Forrester B2B Summit in Austin, TX, Jill and I had the opportunity to discuss IBM’s strategy and the valuable lessons she has learned along the way. According to Jill, establishing buyer trust begins with shared customer experiences and engaging content. Being market-driven is crucial, and customer stories play a vital role in captivating buyers who are actively seeking solutions.
The Power of Reviews: Impact on the End-to-End Journey
IBM initially started its relationship with G2 by syndicating product reviews. However, this partnership has evolved into a long-term strategic collaboration focused on customer experience, market relevance, and market insights. A single review on G2 can have a profound impact on various teams within IBM, including field sellers, demand strategists, product teams, and content marketers. Review content is seamlessly integrated into social posts, eBooks, sales kits, and leveraged by business development representatives (BDRs) for drip campaigns.
Going Beyond Sourcing Reviews: The Holistic Business Impact Program
For IBM, sourcing reviews is just the beginning. They go on to syndicate the voice of the customer throughout their marketing and sales journeys, leveraging digital content. They utilize review feedback to generate client interest, fuel sales intelligence, influence their product roadmap, and identify reference candidates. IBM has embraced reviews as a holistic business impact program rather than a mere tactical initiative.
Key Takeaways from IBM’s VP of Global Demand Gen Strategy
- Be represented where your customers are: Extend your reach beyond traditional branded channels and show up where your customers begin their search.
- Leads are a byproduct, not the priority KPI: Measure various metrics across all stages of the journey, such as review growth, asset adoption, intent signals, and feedback utilization by the product team.
- Complement analyst programs with review sites: Both provide value and can support your goals in different ways.
- Prove quick wins, then implement for the rest of your portfolio: Start small, especially for vendors with multiple products, before scaling the approach across the entire portfolio.
- Take a macro view to see the forest through the trees: Adopt a macro-level management approach beyond tactical implementation to achieve long-term success.
IBM’s Success Story: Amplifying Customer Voices and Data-Driven Decision Making
IBM’s partnership with G2 has yielded impressive results. G2 is now IBM’s top source of alerts outside of their own website, and they have already influenced nearly $20M in pipeline in the first quarter of this year alone. If you’re looking to amplify your customers’ voices and make data-driven decisions to grow your business, IBM’s story is one worth paying attention to. Keep Jill’s takeaways in mind and adopt a holistic approach that incorporates stories, insights, and content at all stages of the engagement cycle.
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