The sources of knowledge B2B tech patrons depend on most

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 use most often to engage 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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