The report was based on data from a survey conducted in September 2020 among 907 B2B technology buyers and 227 B2B technology vendors.
Some 58% of buyers say they rely on product demos when evaluating B2B tech purchases, and 51% say they rely on vendor websites.
Other popular information sources include user reviews (45% of buyers say they use), vendor sales reps (43%), and free trials/accounts (41%).
Free trials/accounts are rated by buyers as both the most influential and the most trustworthy sources of information about B2B tech products.
B2B tech vendors say the tactics/content types they use most to engage buyers are marketing collateral, product demos, case studies, websites, and customer references.
About the research: The report was based on data from a survey conducted in September 2020 among 907 B2B technology buyers and 227 B2B technology vendors.
Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house…delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.