If it is true that a company is 60% of the way through their buying cycle before many vendors get engaged, then this graphic might help shed some light on the types of activity your Marketing, Lead gen and Inside Sales teams need to be teeing up.
The image below from the Social Media Center provides an insight into the process of converting content and conversations – via transactions – into recommendations. The graphic shows that the real power is found in earned media. With 92 percent of trust recommendations coming from friends and relatives. In addition to that 92 percent, another 70 percent of social media content viewers trust online reviews by other consumers according to Nielsen’s Global Trust in Advertising Report 2012. If you do anything with social media in the world of marketing and advertising, the image below is worth taking a look at.
