Because of shifts in today's buying habits and a challenging economy, in-market buyers are becoming harder to find, traffic to web pages is decreasing, landing pages aren't converting, and the best channels for prospecting are becoming harder to identify and saturated with competition. However, buyers are more discerning and focused on self-service than ever before. According to our 2023 B2B Buying Disconnect Report, vendors should not be afraid to let their customers do the talking. User reviews are in the top three things a vendor can do to make a buyer's shortlist and have increased 17% in preference year over year. In fact, 39% of buyers said a lack of user reviews will make them less likely to purchase from you. Buyers need to hear from relatable customers, and generating user reviews is a scalable way to do that. In this panel, TrustRadius' VP of Marketing, Allyson Havener, will interview top customer voice evangelists on tried-and-true methods for generating demand using customer voice. Speakers include Rowan Tonkin, CMO at Planful, and Rebecca Stone, CMO at Cisco.