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B2B buyers say they rely on product demos and vendor websites most when evaluating potential technology purchases, according to recent research from TrustRadius.

The report was based on data from a survey conducted in September 2020 among 907 B2B technology buyers and 227 B2B technology vendors.

Some 58% of buyers say they rely on product demos when evaluating B2B tech purchases, and 51% say they rely on vendor websites.

Other popular information sources include user reviews (45% of buyers say they use), vendor sales reps (43%), and free trials/accounts (41%).

Free trials/accounts are rated by buyers as both the most influential and the most trustworthy sources of information about B2B tech products.

B2B tech vendors say the tactics/content types they use most to engage buyers are marketing collateral, product demos, case studies, websites, and customer references.

About the research: The report was based on data from a survey conducted in September 2020 among 907 B2B technology buyers and 227 B2B technology vendors.

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ABOUT THE AUTHOR

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