People are social creatures, and others’ opinions and actions influence our decisions. This phenomenon is social proof and plays a significant role in B2B (business-to-business) sales. When making important purchasing decisions, B2B decision-makers, who are responsible for significant investments, seek validation and rely on the experiences of others. Social proof acts as a form of evidence, demonstrating the value and trustworthiness of a product or service. Why Social Proof Matters in B2B B2B purchases involve...