According to recent research by TrustRadius, B2B buyers rely the most on product demos and vendor websites when evaluating potential technology purchases.
The report is based on data from a survey conducted in September 2020 of 907 B2B technology buyers and 227 B2B technology providers.
About 58% of shoppers say they rely on product demos to evaluate B2B technology purchases, and 51% say they rely on vendor websites.
Other popular sources of information include user reviews (45% of shoppers say they use them), vendor sales reps (43%), and free trials / accounts (41%).
Free trials / accounts are rated as both the most influential and trusted source of information about B2B technology products by shoppers.
B2B technology vendors say the tactics / content types they most commonly use to attract buyers are marketing collateral, product demos, case studies, websites, and customer testimonials.
About research: The report is based on data from a survey conducted in September 2020 of 907 B2B technology buyers and 227 B2B technology providers.
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