This report reveals a widening gap between buyer behavior and vendor strategy, dubbing it the "Year of the Brand Crisis." It highlights buyers’ preference for familiar brands, peer input, free trials, and transparency, while vendors over-prioritize bottom-funnel tactics. The study urges marketers to reinvest in brand awareness, self-serve tools, and trust-building content to remain competitive amid shrinking shortlists, risk-averse buyers, and evolving GTM dynamics.

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