The report was based on data from a survey of 438 B2B technology buyers and 240 individuals who work for B2B technology vendors.
Buyers use five different sources of information, on average, to evaluate B2B technology vendors.
Buyers say the most influential information sources in evaluating vendors are their prior experiences with the product, free trials/accounts, product demos, and referrals from friends/colleagues/peers. Buyers also rank these four sources as the most trustworthy.
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