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.
There is a significant disconnect between how much potential buyers use or trust websites, marketing collateral, case studies, and blog posts and how much they are utilized by B2B technology vendors.
About the research: The report was based on data from a survey of 438 B2B technology buyers and 240 individuals who work for B2B technology vendors.
Enter your email address to keep reading ...
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
Marketing Strategy Articles
You may like these other MarketingProfs articles related to Marketing Strategy:
- Communities Are the Future of Marketing | Marketing Smarts Live Show
- World-Class Case Studies; They Ask, You Answer; and Building Trust on the Internet: Marcus Sheridan on Marketing Smarts [Podcast]
- Product Line Strategy: Five Approaches
- How to Build a Successful Go-to-Market Campaign Plan: Pam Didner on Marketing Smarts [Podcast]
- How Small Business Owners Are Using AI [Infographic]
- The Marketing Growth Triad: Data, Tech, and Creativity