Jeff Ernst shares lessons learned from 2,000 buyer and customer interviews that will make you rethink what you do. For example, when it comes to customer proof:

* Sales always wants more written case studies
* Product always wants more 5 star peer reviews
* Marketing always wants more testimonials videos
* Comms always wants you to showcase the biggest brands
* PR always wants stories that put a positive spin on everything

But what do your buyers want? None of these. So why are we wasting our time producing them. Learn what the data reveals about what customer proof buyers truly want, and what truly motivates customers to participate in your programs.

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