Sometimes, the internet seems like a sea of snake oil companies trying to scam others into buying their worthless products. This unfortunate reality of the internet has made us more vigilant and less trusting.
This is especially the case in B2B transactions, where prospective clients come looking for a solution to an important business problem.
Your prospects are looking for someone they can trust. While traditional advertising may help raise awareness, it’s no longer a driving force behind purchase decisions. Facing complex challenges and wanting to improve their own businesses, your clients are looking for recommendations from your other customers. They want social proof, and that’s where brand advocacy comes in.