With buyers looking for input from their peers more and more often, be it in consumer or B2B situations, it’s increasingly important to ensure that you have the voice of your customers prominent in all stages of the buying cycle. Hubspot research shows that sales and marketing people are not viewed as particularly trustworthy. In fact only 3% of survey respondents trust salespeople. To put that in context politicians are at 1% and lawyers at 12%. Though 49% of us trust doctors.
With low trust for sales and marketing, buyers are turning to people they know and trust, their peers and your customers. It’s increasingly important to have the voice of your customer prominent at each stage of the buying cycle. Where to start? This infographic from ROInnovation is one example of how you can map customer content to the stages of the buying cycle. While it may not be the perfect fit for your company it’s a good place to start. What customer content do you have? Is it easy to find and being used appropriately? What are you missing? Anything you would add to the infographic? Give us your thoughts below.