Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
Text:  A A

The Disconnect Between B2B Tech Buyers and Vendors

by Ayaz Nanji  |  
April 23, 2018

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.

The most commonly used tactics by B2B technology vendors to engage potential buyers are company/product websites, product demos, marketing collateral, case studies, and blog posts.

Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this how-to marketing article ... don't worry though, it's FREE!


We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:


Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!