Summary
Trustworthy external validation from peers, partners, and influencers is crucial to B2B buying decisions, offering the authority and reassurance today’s B2B buyers trust and answer engines favor. According to Forrester’s State Of B2B Content Survey, 2025, B2B content decision-makers turn to third parties like review sites, influencers, and successful customers to secure their positions. Companies that have downplayed the role of influencers or underresourced their approach to activating successful customers must determine if their discoverability is suffering and change course accordingly. This is a snapshot of Forrester’s data on B2B companies’ third-party engagement for content creation and influence.
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