The 4 Eras and Evolution of Social Proof

Software vendors by volume have exploded.

Choosing the right software has never been more important - or more challenging.?

With countless options available, people need trustworthy guidance. The journey of social proof in B2B SaaS reflects this need, evolving over its eras to reshape how trust and credibility are established.

There have been three eras, and we are now entering a new fourth era.?

Era I: Analyst-led?

Forrester, Gartner, etc.

Before the rise of review sites like G2 and Capterra and the advent of social influencers and peer-to-peer recommendations, analysts were the primary source of advice for software purchases.?

Analysts, such as those from Forrester and Gartner, were industry veterans with deep connections and extensive knowledge about software solutions. They conducted thorough research, met with vendors, and attended industry events to stay informed about various software categories.

However, as these analyst firms grew, they shifted towards a pay-to-play model, where only vendors who subscribed to their services could access analyst time and insights. This shift led to a decline in the quality of analyst data and a proliferation of software categories, which diluted the value of their recommendations. Companies began to see through this model and started exploring alternative sources for software advice.

Era II: Platform Review-led

G2, Capterra, etc.

In 2012, G2 disrupted the market by introducing a new model: crowd-sourced reviews and ratings of business software, similar to Yelp for restaurants. G2 built a community of tech professionals who provided high-quality content and reviews, often incentivized with contests, iPads, and gift cards. This user-generated data became a valuable resource for investors and software buyers.

The rise of crowd reviews coincided with the growth of platforms like Amazon and Yelp, where consumers could hear from peers rather than relying on a single analyst. This model gained traction, and other review sites like Capterra, Software Advice, and GetApp emerged. Many of these sites were eventually acquired by large analyst firms, which paradoxically boosted G2's prominence.

Era III: Community-led

Communities, influencers, customer advocacy programs, etc

The advent of professional networking sites like LinkedIn and online communities powered by Slack and other platforms enabled individuals to connect with peers and learn about software from trusted sources.

(actual screenshot from the GTMfund Slack)

Influencers with large followings on LinkedIn, YouTube, and Twitter began sharing software recommendations. Initially, these recommendations were genuine and trustworthy, but over time, some influencers started monetizing their posts, leading to a decline in credibility.

Vendors also recognized the power of customer advocacy programs, leveraging satisfied customers to influence prospects. However, when companies overused these programs and began compensating advocates, the authenticity of these endorsements diminished.

Era IV: Authentic Word of Mouth

Peer-to-peer

Amidst these evolving dynamics, the most powerful way for prospects to gain trust in a vendor’s product remains true: organic word-of-mouth.?

Organic is the aspect unique to this era, as curated posts gain skepticism.?

The true test is whether a customer is blindly reached out to. What would they say? No warning, no curation - simply true, authentic feedback on their experience with a product.?

This has been happening behind closed doors with peers asking others for feedback on products in groups, as demonstrated by the previous screenshot.?

This method is great but lacks the precision of contacting the appropriate people and posting in the hopes that someone is a customer.?

There are solutions appearing to help facilitate the ease of authentic peer-to-peer connection, such as Noble.

Noble facilitates genuine connections between vendors' prospects and existing customers through a third-party platform, enabling organic, honest conversations.

This shifts the dynamic entirely.

Vendors confident in their product-market fit will embrace this approach despite the slight risk of negative feedback, as transparency fosters greater trust. Unlike G2 reviews or paid influencer posts, this kind of model ensures that prospects hear directly from customers they know and trust in a personal way, providing a more authentic and reliable recommendation.

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