Why Your Marketing Needs More Social Proof—and How to Develop the Advocates Who Create It in HubSpot

 Filbert is dying and I don’t know what to do about it. Filbert is a plant, one that I’ve had for a few months now. He’s a tall and beautiful fiddle leaf fig (Ficus lyrata), with big deep green leaves that kind of look like an elephant's ear. Except for the new leaves on my plant are starting to turn brown and wither. It’s troubling. Who can help with this I think? Surely the internet will know. So I Google it, and sure enough, I’m not the first plant dad to fail his fiddle leaf so spectacularly. Not by a long shot, it turns out. I find literally hundreds of blog posts, videos, and how-to guides to help me take care of this trendy house plant.

At first, I’m ecstatic and think I’ll find what I’m looking for, but pretty quickly I start to lose hope. I have all the information I could possibly ask for about this plant, but is any of this content trustworthy? I’m not just looking for generic advice, I’m looking for unfiltered feedback from someone who has mastered caring for this finicky fig. I look at blog post after blog post with the same rambling content, recycled tips, and it’s totally unclear if any of the authors actually have a fiddle leaf—let alone an emotional attachment to one (poor Filbert).

Today, this is a very common scenario. Whether you’re trying to care for a plant, buy new software, find your next job, or simply purchase a new water bottle, the options are limitless and there are mountains of information available online to “help” you do it.

In the past, there wasn’t a whole lot of information you could search online. Today, there's too much. The challenge is no longer finding information—it’s finding sources of truth that are credible and helpful.

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