All the data consistently shows prospects trust customer recommendations above and beyond any, other source. According to Google “Half of B2B decision makers are spending 30 minutes consuming video content as part of a B2B buying process." This, and other data, heavily leans towards the idea that at the end of the sales and marketing pipeline, prospects want to see as much detail as possible. This means we create indepth testimonials creating as much detail as possible are the most effective means of influencing prospects at this, late stage.

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