1、The Year of the Brand CrisisB2B Buying Disconnect R|2Table of ContentsExecutive forewords.03Brand awareness,trust,and transparency drive decision-making in 2024.04The importance of brand-led growth.05Building buyer trust.10The role of review sites in maintaining buyer trust.11The know-and-try-before

2、-you-buy mindset.13Generative AIs rightful place in the buying process.16A strategic approach to embracing transparency.17How user conversations guide the decision-making process.17What buyers wish was different about tech buying.19How buyers make decisions.21How vendors think buyers make decisions.

3、21The effectiveness of vendor tactics.23Vendor GTM challenges and performance.24Methodology.26Responding to the brand crisisenter BLG.27Top 10 Takeaways in |3Executive forewordsOver the past eight years,TrustRadius has studied the evolution of B2B tech buying behaviors through thorough market survey

4、s,revealing a fascinating shift in buyer behavior and reflection of economic and workplace realities.This ongoing transformation of how technology decisions are made has informed necessary adaptations to GTM strategies.In our 2023 report,we found vendors needed to“prove it or lose it,”meaning positi

5、on ROI effectively in an economically challenging year.We also found that buyers were relying much more on prior experience,and were exhibiting traits of risk aversionlonger purchase cycles,watching more demos,and forming larger and more senior buying groups.Like previous years,we continued to see a

6、 pattern of buyers self-serving,whether it was seeking independent proof points from relatable people,up-front pricing,or wanting access to demos or trials.In this years report,what shines through is how many companies are underestimating the importance of brand awareness and perception.As vendors h