Industry Trends

What is changing in B2B references, social proof, and sales enablement.

Two B2B professionals reviewing customer reference data together on a laptop in a modern conference room, building buyer trust.

B2B Buyer Trust Is Changing: What Customer References Must Do Now

B2B buyers are more skeptical and better informed than ever. Here is how evolving trust dynamics are changing what customer references need to deliver.

May 16, 2026 7 min read