B2B technology vendors tend to focus on a number of marketing and sales tactics that buyers don't find especially useful or trustworthy, according to recent research from TrustRadius.

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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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