Thanksgiving has come and gone, but there is still a lot to be thankful for as we move into the holiday season and prep for the New Year. Tech stacks, in particular, have been the saving grace for many B2B marketers — positioning them to automate aspects of their buyer’s journey, personalize engagement and scale their teams’ efforts.
The B2B buyer journey increasingly mirrors its B2C counterpart, with prospects now turning to B2B review sites for credible peer advice much like they would Yelp or Glassdoor. According to Demand Gen Report’s 2018 B2B Buyers Survey, 65% of buyers rate B2B software and service reviews as “very important” when evaluating a set list of solution providers. As such, top-tier marketing and sales teams at companies such as Marketo, InsideView and Quick Base are embracing B2B review sites as a way to gather trustworthy, third-party testimonials and infuse customer voices across the buyer journey.
Drift, a conversational marketing and sales platform, unveiled new products, partnerships and an acquisition at HYPERGROWTH 2018, the company’s annual event hosted in Boston. The announcements enable Drift customers to quickly engage with prospects by removing form fills from digital advertising and turning them into conversations.