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TrustRadius and Pavilion Reveal 2024 B2B Buying Trends–B2B Brands Are in Crisis Mode

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B2B technology buyers have doubled down on know-and-try-before-you-buy, making brand awareness more imperative than ever for companies wanting to succeed.

AUSTIN, Texas, June 10, 2024 /PRNewswire/ — Today, in collaboration with Pavilion, the world’s largest private community for go-to-market leaders, TrustRadius published its eighth-annual B2B Buying Disconnect report. Each year, the report identifies the disconnect between B2B technology buying behavior and preference and how sales and marketing teams go to market.

This year’s report titled, 2024 B2B Buying Disconnect: The Year of the Brand Crisis, explores how the dynamics of the self-serve buying journey and the economy have dramatically shifted buyers’ focus to brands they have already heard of and have experience with. Companies that built brand preference and trust are at the top of short lists. From there, buyers’ research is to prove their technology choice to the rest of the buying group and stakeholders.

Top 5 Takeaways in 2024:

Short lists are shrinking. On average, they contain only two or three products. With 71% of buyers ultimately purchasing their top choice, it is imperative to be a frontrunner.Products are shortlisted before research begins. 86% of enterprise buyers short-listed a product they’d already heard of before starting the research process. This makes brands that are top-of-mind more likely to win.Buying group sizes are stabilizing. Similarly to 2023, 96% of buying groups have five or fewer members, and 53% have at least one member of the C-suite.Deal cycles are moving quickly. 87% of buyers (65% enterprise) indicated their purchase was completed within six months.Vendors are spending less on brand awareness. Discretionary marketing spending favors demand generation (53%) over brand awareness (38%).

The findings in this report were gathered and analyzed from the survey results TrustRadius received and verified from 2,164 technology buyers and 243 go to market (GTM) professionals from technology vendors.

“Companies focus heavily on demand generation in 2023,” says Vinay Bhagat, Founder and CEO of TrustRadius. “Demand generation is necessary, but we now see how hyper focusing on that and not intermixing brand awareness throughout the buying journey hurts vendors, especially those in niche markets or who are up-and-coming. Vendors who want to succeed and grow in 2024 and beyond will want to address the findings and insights we lay out in this report.”

To help highlight the importance of brand awareness, TrustRadius collaborated with Pavilion, a global community for B2B leaders dedicated to community-powered learning, to bring this report to life.

Pavilion’s Founder and CEO, Sam Jacobs, says, “B2B technology buyers are having more conversations with their peers about brands with familiar names before making a final purchase decision. Like the driving force for Pavilion, the power of conversations has now hit the marketplace. This is an incredible opportunity for brands to grow closer to their customers, start and join conversations, and truly shine through the competition.”

TrustRadius and Pavilion will discuss this year’s report findings in a LinkedIn Live on Thursday, June 13, 2023, at 12 p.m. ET. Allyson Havener, TrustRadius’ SVP of Marketing and Community, will lead the conversation alongside Pavilion’s Founder and CEO, Sam Jacobs, and Pavilion’s SVP of Marketing, Kathleen Booth.

Register Now

About Pavilion

Unlock your full professional potential—join more than 10,000 of your peers in the world’s largest private community for GTM leaders and their teams.

Achieving success as a GTM executive has never been more challenging. Pavilion provides its members with the skills, tools, and resources needed to advance in their careers, along with a global community built on the values of kindness and reciprocity. With thousands of members across 450+ cities around the world, you’ll never have to go it alone.

Join Pavilion to gain access to our private Slack community, local chapters and events, 50+ Pavilion University courses and schools, a Knowledge Hub, jobs board, conferences and summits, 1:1 matchmaking, and more. Wherever you are in your B2B SaaS career, Pavilion has the tools to support your path. We’ll partner with you from the beginning and ensure you get what you need to make an impact at every stage of your journey. Pavilion is where transformation happens—personally and professionally.

About TrustRadius
TrustRadius is a buyer intelligence platform for business technology. We enable buyers to make confident decisions through comprehensive product information, in-depth customer insights, and peer conversations. We help technology brands capture and activate the authentic voice of customers to improve their products, build confidence with prospects, and engage in-market buyers to improve ROI.

View original content to download multimedia:https://www.prnewswire.com/news-releases/trustradius-and-pavilion-reveal-2024-b2b-buying-trendsb2b-brands-are-in-crisis-mode-302166605.html

SOURCE TrustRadius, Inc.

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See What 20 Years of Digital Signage Expertise Looks Like, Live at COMPUTEX 2026

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CAYIN Technology Brings Its Full Enterprise Signage Portfolio to Booth P1202b, Where Real Deployments Begin

TAIPEI, May 4, 2026 /PRNewswire/ — What does enterprise-grade digital signage look like in practice, across retail floors, hospital lobbies, corporate campuses, and transit hubs? At COMPUTEX 2026, CAYIN Technology invites you to find out firsthand. Visit Booth P1202b, Hall 2, 1F, Nangang Exhibition Center, June 2-5, and experience content management platforms and industrial-grade hardware that have been deployed across more than 100 countries worldwide.

Digital Signage Is No Longer Optional. It Is a Business Driver

The most forward-thinking organizations are not just displaying content. They are using digital signage as an active tool for revenue growth, operational efficiency, and brand consistency. The results are measurable:

Retail & F&B: Capture attention at the point of decision with real-time promotions and dynamic menus. Reduce campaign turnaround from days to minutes, and cut recurring print costs entirely.

Corporate & Office: Replace outdated bulletin boards with live announcements, meeting room displays, and wayfinding that adapt to your organization in real time.

Hospitality: Create arrival moments that guests remember, with lobby displays, event schedules, and personalized welcome messages that set your property apart.Healthcare: Ease patient anxiety with clear queue displays, directional guidance, and timely health information. Fewer questions at reception. Smoother patient flow.Transportation & Public Spaces: Keep passengers informed with live schedules, platform changes, and emergency alerts, reducing confusion and improving service perception.
 Education: Connect students, faculty, and visitors to what matters, from campus news and event boards to lecture hall displays and emergency notifications.

Three Solutions, One Trusted Platform, Built for Your Business

CAYIN’s COMPUTEX 2026 lineup addresses the full spectrum of enterprise deployment needs, from high-demand industrial environments to sustainability-driven organizations:

Robustie Solution: Built Tough. Built to Last.
When downtime is not an option, Robustie Solution delivers. Combining industrial-grade CAYIN hardware with CMS-SE, our enterprise content management server, Robustie is engineered for continuous, high-reliability operation across large, multi-site deployments. Centralized management. Consistent performance. No compromises.
 Flexie Solution: Your Infrastructure. Your Control.
Organizations that demand full data sovereignty choose Flexie. Powered by CMS-WS, this self-hosted platform streams content directly from your own hardware to any connected device, browser-based, flexible, and built to meet the most stringent IT security and compliance requirements. Flexie puts you in complete control of your signage network.
 E-Paper Solution: Smarter Signage for a Greener Business.
As ESG commitments move from boardroom pledges to daily operational decisions, E-Paper Solution offers a tangible, measurable path forward. Leveraging e-paper display technology, this ultra-low-power signage platform dramatically reduces energy consumption without sacrificing readability. For organizations serious about reducing their environmental footprint, in retail, logistics, or smart buildings, E-Paper is the signage investment that delivers for your business and your sustainability targets simultaneously.

Your Next Signage Project Starts at Booth P1202b

No two deployments are the same. Whether you are planning your first digital signage rollout, scaling an existing network, or replacing a system that has not delivered, CAYIN’s sales team is at the booth, ready to listen, advise, and map out what integration could look like for your specific environment.

AV system integrators, distributors, resellers, and enterprise IT decision-makers: bring your project brief, your questions, and your challenges. Leave with a clear picture of how CAYIN digital signage fits into your business. Live demonstrations, expert consultations, and real answers, all at Booth P1202b.

Exhibition Details

Event: COMPUTEX 2026
Dates: June 2-5, 2026
Venue: Nangang Exhibition Center, Hall 2, 1F, Taipei
Booth: P1202b

About CAYIN Technology: The Infrastructure Behind the Screen

Behind every screen that never goes dark, there is a platform built to be trusted. CAYIN Technology has been engineering that platform since 2004. Headquartered in Taipei, Taiwan, CAYIN designs and manufactures professional digital signage hardware and software that enterprises in over 100 countries rely on, day in, day out, across retail, hospitality, corporate, healthcare, transportation, and education environments.

Twenty years. One hundred countries. Countless deployments. CAYIN’s track record is not a marketing claim. It is the reason global organizations keep choosing CAYIN as their long-term signage infrastructure partner.

View original content to download multimedia:https://www.prnewswire.com/apac/news-releases/see-what-20-years-of-digital-signage-expertise-looks-like-live-at-computex-2026-302755482.html

SOURCE CAYIN Technology

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Technology

See What 20 Years of Digital Signage Expertise Looks Like, Live at COMPUTEX 2026

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CAYIN Technology Brings Its Full Enterprise Signage Portfolio to Booth P1202b, Where Real Deployments Begin

TAIPEI, May 4, 2026 /PRNewswire/ — What does enterprise-grade digital signage look like in practice, across retail floors, hospital lobbies, corporate campuses, and transit hubs? At COMPUTEX 2026, CAYIN Technology invites you to find out firsthand. Visit Booth P1202b, Hall 2, 1F, Nangang Exhibition Center, June 2-5, and experience content management platforms and industrial-grade hardware that have been deployed across more than 100 countries worldwide.

Digital Signage Is No Longer Optional. It Is a Business Driver

The most forward-thinking organizations are not just displaying content. They are using digital signage as an active tool for revenue growth, operational efficiency, and brand consistency. The results are measurable:

Retail & F&B: Capture attention at the point of decision with real-time promotions and dynamic menus. Reduce campaign turnaround from days to minutes, and cut recurring print costs entirely.

Corporate & Office: Replace outdated bulletin boards with live announcements, meeting room displays, and wayfinding that adapt to your organization in real time.

Hospitality: Create arrival moments that guests remember, with lobby displays, event schedules, and personalized welcome messages that set your property apart.Healthcare: Ease patient anxiety with clear queue displays, directional guidance, and timely health information. Fewer questions at reception. Smoother patient flow.Transportation & Public Spaces: Keep passengers informed with live schedules, platform changes, and emergency alerts, reducing confusion and improving service perception.
 Education: Connect students, faculty, and visitors to what matters, from campus news and event boards to lecture hall displays and emergency notifications.

Three Solutions, One Trusted Platform, Built for Your Business

CAYIN’s COMPUTEX 2026 lineup addresses the full spectrum of enterprise deployment needs, from high-demand industrial environments to sustainability-driven organizations:

Robustie Solution: Built Tough. Built to Last.
When downtime is not an option, Robustie Solution delivers. Combining industrial-grade CAYIN hardware with CMS-SE, our enterprise content management server, Robustie is engineered for continuous, high-reliability operation across large, multi-site deployments. Centralized management. Consistent performance. No compromises.
 Flexie Solution: Your Infrastructure. Your Control.
Organizations that demand full data sovereignty choose Flexie. Powered by CMS-WS, this self-hosted platform streams content directly from your own hardware to any connected device, browser-based, flexible, and built to meet the most stringent IT security and compliance requirements. Flexie puts you in complete control of your signage network.
 E-Paper Solution: Smarter Signage for a Greener Business.
As ESG commitments move from boardroom pledges to daily operational decisions, E-Paper Solution offers a tangible, measurable path forward. Leveraging e-paper display technology, this ultra-low-power signage platform dramatically reduces energy consumption without sacrificing readability. For organizations serious about reducing their environmental footprint, in retail, logistics, or smart buildings, E-Paper is the signage investment that delivers for your business and your sustainability targets simultaneously.

Your Next Signage Project Starts at Booth P1202b

No two deployments are the same. Whether you are planning your first digital signage rollout, scaling an existing network, or replacing a system that has not delivered, CAYIN’s sales team is at the booth, ready to listen, advise, and map out what integration could look like for your specific environment.

AV system integrators, distributors, resellers, and enterprise IT decision-makers: bring your project brief, your questions, and your challenges. Leave with a clear picture of how CAYIN digital signage fits into your business. Live demonstrations, expert consultations, and real answers, all at Booth P1202b.

Exhibition Details

Event: COMPUTEX 2026
Dates: June 2-5, 2026
Venue: Nangang Exhibition Center, Hall 2, 1F, Taipei
Booth: P1202b

About CAYIN Technology: The Infrastructure Behind the Screen

Behind every screen that never goes dark, there is a platform built to be trusted. CAYIN Technology has been engineering that platform since 2004. Headquartered in Taipei, Taiwan, CAYIN designs and manufactures professional digital signage hardware and software that enterprises in over 100 countries rely on, day in, day out, across retail, hospitality, corporate, healthcare, transportation, and education environments.

Twenty years. One hundred countries. Countless deployments. CAYIN’s track record is not a marketing claim. It is the reason global organizations keep choosing CAYIN as their long-term signage infrastructure partner.

View original content to download multimedia:https://www.prnewswire.com/apac/news-releases/see-what-20-years-of-digital-signage-expertise-looks-like-live-at-computex-2026-302755482.html

SOURCE CAYIN Technology

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Weixin Brand Protection Report Marks a Decade of Partnership, Trust, and Progress in IP Protection

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Defending 700+ global brands across 30+ industries & 20+ regions

Scalable, User‑driven and AI‑powered Enforcement
Transforms IP defense from Reactive Takedowns to Sustained Proactive Prevention.

LONDON, May 4, 2026 /PRNewswire/ — Tencent today released its 2025 Weixin Brand Protection Report, marking a decade of progress in intellectual property (IP) protection on Weixin. The report shows how Weixin’s Brand Protection Platform (BPP), through close collaboration with brands, community participation, and AI-driven detection, has helped shift enforcement from reactive takedowns to sustained proactive prevention.

Key Highlights in 2025

Metric

Results

Livestream rooms proactively shut down

5.7× more

Enforcement value recovered

$430 million+

Brands on the BPP

700+ across 30+ industries & 20+ regions

New publishing partners on the BPP

14

Suspicious product listings blocked

232,000

Suspicious store applications removed

14,000

Infringing listings taken down

728,000+

Infringing stores penalized

9,000+

A Decade of Global Partnership, Trust, and Progress

For ten years, Weixin has supported brand integrity and advanced IP protection by embedding enforcement directly within its platform to rapidly detect and stop infringement, particularly in fast-growing areas like short-form video and livestream commerce.

“Weixin has built a truly collaborative IP‑protection ecosystem that unites authorities, brands, and users to deliver the next generation of enforcement,” said Danny Marti, Head of Global Public Policy at Tencent. “By leveraging AI, real‑time user reports, advanced analytics, and close partnership with brands and regulators, we’re creating a trusted environment that lets global brands confidently engage with consumers.”

Weixin’s approach connects online detection with offline enforcement, translating digital intelligence into real-world action against counterfeiters. In 2025, the BPP helped authorities pursue 37 cases involving more than 300 suspects and totaling over $430 million in value.

Since 2021 the BPP has grown by more than 50 %. Today it hosts more than 700 brands across 30+ industries and 20+ countries and regions. In the past year, the BPP welcomed 62 new members including several from newly added categories, most notably publishing, which saw the addition of 14 publishers since October 2025.

Additionally, the Weixin IP Protection Alliance was launched in 2025 to co‑develop tools, share intelligence, and deepen brand partnerships. This ecosystem approach, combining technology, users, and brand collaboration, positions Weixin as a model for protecting IP while enabling growth in global and digital markets.

“At PUMA, protecting intellectual property is an important component of maintaining brand integrity and supporting sustainable growth,” said Wei Zhang, Senior Counsel, Brand Protection at PUMA. “Tools such as the BPP contribute to enforcement efforts across digital channels and, in practice, support broader brand protection strategies spanning both online and offline environments.”

User Mobilization at Scale

A key driver of this system is the role users continue to play in helping identify suspected infringement. More than 95% of takedown notices and reports against suspicious personal accounts came from users. Over 99% of reports on suspicious group-chat activity were submitted by users, and more than 96% of infringing accounts were discovered by users.

AI Powers Proactive Prevention

In December 2025, Weixin introduced “Mini-WA,” an AI-powered assistant that delivers real-time support and actionable insights to help brands navigate the platform and improve IP governance. As digital ecosystems grow more complex, Mini-WA empowers brands with intuitive, consistent and proactive guidance, enhancing usability and early detection of potential risks.

With the rise of digital commerce and short‑form content, the BPP demonstrates a proven model for integrated IP protection and significant progress to empower brands, safeguard consumers, and foster trust online and offline.

To view the full Weixin Brand Protection Platform Report, please visit: https://static.www.tencent.com/attachments/reports/Tencent-BPP-Report-2025.pdf

For media inquiries, contact:

gc@tencent.com

View original content:https://www.prnewswire.com/news-releases/weixin-brand-protection-report-marks-a-decade-of-partnership-trust-and-progress-in-ip-protection-302759637.html

SOURCE Tencent

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