The Information Sources B2B Tech Buyers Most Rely On

The Information Sources B2B Tech Buyers Most Rely On

Martech — Wed., Nov. 18, 2020

According to recent research from TrustRadius, B2B buyers rely most on product demos and vendor websites when evaluating potential technology purchases. 58% of buyers say they use product demos, and 51% say they use vendor websites. Other popular sources include user reviews, vendor sales reps, and free trials/accounts.

Free trials/accounts are rated by buyers as both the most influential and the most trustworthy sources of information about B2B tech products. Additionally, B2B tech vendors most commonly use marketing collateral, product demos, case studies, websites, and customer references to engage buyers.

The report was based on data from a survey conducted in September 2020 among 907 B2B technology buyers and 227 B2B technology vendors.

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