{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Product Growth Stories","title":"B2B SaaS Brand Building Strategy: Why 90% of Buyers Still Go to the Source","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/beb7ed44\"></iframe>","width":"100%","height":180,"duration":1479,"description":"60% of reviews submitted to TrustRadius get rejected, and that rigor is exactly why their SaaS brand building strategy is winning as AI reshapes B2B buying.\n\nFeaturing Alison Murdock, CMO at TrustRadius, who joined as VP of Marketing and scaled the full marketing function from scratch at one of B2B's most trusted review platforms.\n\nJean-Michel and Alison break down how she rebuilt TrustRadius's marketing engine from the ground up: starting with win/loss analysis, fixing a broken sales enablement process where every rep used a different deck, and surfacing high-intent free users as a pipeline source. They also get into what actually happens to SEO when LLMs take over top-of-funnel queries, and why 90% of buyers still click through to the source when making a real purchasing decision.\n\n🔍 Win/loss interviews before anything else, this is where the real answers are\n🎯 Sharing pricing upfront cut waste and improved qualified pipeline quality\n📊 90% of B2B buyers still click through to sources despite AI summaries\n🚫 60% of submitted reviews rejected, authenticity is the actual moat\n💡 Brand authority comes from having a public point of view on industry trends\n\n⏱️ 00:00 Why Alison left LiveRamp after 8 years to join TrustRadius\n03:20 Starting with customer interviews and win/loss analysis\n07:45 Cleaning up Marketo, fixing ops, and finding low-hanging fruit\n11:10 Sales enablement: one deck, one message, value selling\n14:30 Using free users as high-intent pipeline\n17:00 AI, LLMs, and what's actually happening to B2B SEO\n21:15 How CMOs differentiate when AI commoditizes content and features\n25:40 Alison's one piece of advice for CMOs in 2025\n\n🔥 Ready to add $1M in new revenue to your B2B company this year?\nApply to Scale 👉 https://www.rapidproductgrowth.com\n\n🔗 Website: https://www.rapidproductgrowth.com\n🔗 Jean-Michel on LinkedIn: https://www.linkedin.com/in/jeanmichelthink/\n🔗 TrustRadius: https://www.trustradius.com\n\n#SaaSMarketing #B2BSaaS #SaaSBrandBuilding...","thumbnail_url":"https://img.transistorcdn.com/X4IT14P2xMDfcTDbs7hsQIK9BMr3b8jaJAuqZx6l-bo/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9iZmU0/OWYxNGQxM2EzNTA3/YmFiMzNiNDBjM2Qw/YTU1Yy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}