B2B Buyers Trust Their Peers More Than Other Sources of Information

B2B buyers have always trusted their peers more than other sources of information. Over the past two or three years they've really figured out how to get access to those peers to extract the information That's important to help them make buying decisions and prioritize business problems We're gonna go through dark social just a little bit people have heard me talk about this a lot So I'm not gonna be belabor the point But dark social is effectively the scale and maturity of the internet has rapidly accelerated over the past five years. It's created tons of different word-of-mouth channels that don't get tracked by attribution software and don't create intent data.