I recently came across the 2017 annual State of Inbound report by inbound specialists HubSpot, part of which explored the current state of sales and marketing (from an 'inbound' perspective, obviously…), and was interested to see what the report found influences purchase decisions in 2017, and – notwithstanding newer and more fashionable marketing paradigms like “inbound” – how little things have really changed from the days of 'traditional' PR. A section of the report asked its 6000+ respondents what sources of information they relied upon when purchasing business software in 2017. Topping the list of trusted sources information for purchasers - at 54% and 45% respectively - were “Word of
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