Welcome.
This is a running series of posts about content that’s caught my attention lately — and why I think it matters.
Pulled only from sources with real authority in their fields.
Welcome.
This is a running series of posts about content that’s caught my attention lately — and why I think it matters.
Pulled only from sources with real authority in their fields.
“The Race To Trust and Value”
B2B Buying & TrustForrester — 2026 Predictions: B2B Marketing, Sales & Product (see deck) © 2025 Forrester Research, Inc. All Rights Reserved.
Here’s what stands out to me from this deck:
Buyers want proof.
They always have. But they’ve had to work hard to find it — even reputable companies that could have provided proof if they wanted to (it’s right there in their data) didn’t because they felt they didn’t have the bandwidth, systems, urgent need, or budget to track it down. Thanks to AI search and discovery, proof is the new black.
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