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.
Continue reading "The Disconnect Between B2B Tech Buyers and Vendors" ... Read the full article
Subscribe today...it's free!
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Marketing Strategy:
- Marketing That Saves Lives: Jasmine Gee on Marketing Smarts [Podcast]
- Five Benefits of Influencer Marketing for Recession-Proofing Your Brand
- LinkedIn B2B Marketing: Three Underused Ways to Engage Prospects and Customers
- COVID-19's Impact on B2B Tech Marketers' Channel Strategies in 2021
- How to Market Effectively in 2021: Integrate Performance and Brand Marketing