video1.0<iframe src="https://www.loom.com/embed/79147b9a702b49f4ac4e7350444814bc" frameborder="0" width="1910" height="1432" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>14321910Loomhttps://www.loom.com14321910https://cdn.loom.com/sessions/thumbnails/79147b9a702b49f4ac4e7350444814bc-bd306ca8a1c05af7.gif322.326This Loom explains why industrial B2B companies should shift from traditional advertising and trade shows toward getting independent third-party validation. Heather Metcalf notes that ad and show costs are rising and returns are diminishing, while buyers increasingly research before contacting a supplier and look for credibility beyond your website. She compares it to car buying, where people rely on sources like J.D. Power, Kelly Blue Book, and Consumer Reports to validate reliability, price, and safety. She argues that third-party messages work because they carry more trust than self-promoted claims, which can lose credibility.