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We analyzed hundreds of SaaS companies and the landscape of social proof to see how it has evolved and where it’s heading. We found 3 core eras and we’re now entering a 4th. 1. Era I: Analyst-led Back in the day, firms like Forrester and Gartner were the gold standard for advice. Their deep industry knowledge and extensive research were invaluable. But as the pay-to-play model crept in, their credibility took a hit. Only vendors who could afford to subscribe had access to their insights, which diluted the trust factor. 2. Era II: Platform Review-led Enter the era of platform review sites like G2 and Capterra. They shook things up with crowd-sourced reviews and ratings, much like Yelp but for software. This user-generated content, often incentivized by rewards, became a goldmine of information. Other review platforms emerged, and many were eventually acquired by larger firms. 3. Era III: Community-led (in this era) Then came the community-led era, which we’re still in. Professional networking sites like LinkedIn and online communities on Slack have become the new hubs for software recommendations. Influencers play a big role, offering genuine advice at first, but soon monetizing their opinions, which is eroding trust. Companies lean heavily on customer advocacy and influencer programs, but overusage and compensation blur the lines between genuine and incentivized endorsements. 4. Era IV: Authentic Word of Mouth (entering this era) Now, we’re in the era of authentic word-of-mouth. Organic feedback from peers is more valuable than ever. Platforms like Noble facilitate honest conversations between prospects and existing customers, making uncurated, genuine opinions the new norm. This approach emphasizes transparency and trust. This fourth era changes the game. Vendors confident in their product-market fit will embrace this approach, even at the risk of occasional negative feedback. Transparency builds trust, and unlike G2 reviews or paid influencer posts, this model of facilitating authentic word of month ensures people hear directly from customers in a trusted way. Read the full post in The GTM Newsletter in the comments. For more of what we are seeing across go-to-market and the insights of 350+ of the best operators in the game, join 52,000+ other revenue leaders who read The GTM Newsletter weekly below. ✍️