When evaluating products/services, B2B technology buyers value hands-on experiences, such as free trials, over marketing collateral from vendors, according to recent research from TrustRadius.

The report was based on data from a survey of 418 people who had recently played a significant role in an important B2B technology purchase decision for their organization.

B2B technology buyers rate free trials and product demos as the two most helpful information sources for evaluating vendors; referrals from friends/colleagues/peers ranks as the third most helpful source.

Buyers say the most trustworthy B2B technology information source is free trials; referrals from friends/colleagues/peers ranks second, followed by product demos.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji