If you haven't read the @TrustRadius report it's worth getting a copy.
To summarise it, vendors talk about their products and guess what, buyers are not interested.
We also know that all of us now research products and services on the internet before we buy. If as a supplier, you put out content that people don't trust or people don't recognize that you are the solution to the problem, then you will be de-selected. Without you ever knowing about it. We all need to be honest with ourselves, if we see a vendor talking about themselves or about their product, we ignore it.
But there is some good news, everybody is rubbish at this, so you don't need to be excellent, just good, and you will demolish your competition.
Or you can do nothing and be demolished. :)
Buyers use about five sources of information: Product demos, user reviews, vendor website, free trial, and vendor representatives. Buyers think that a vendor's website and representatives are less trustworthy and less influential than the other sources.