B2B technology buyers are turning to vendor representatives less than ever and are increasingly relying on self-service resources, according to recent research from TrustRadius.

The report was based on data from a survey conducted in February 2022 among 2,185 professionals who helped buy new software or hardware for their organization in the past year.

For the first time in five years, the B2B tech buyers polled by TrustRadius did not list vendor representatives as one of their five most commonly used resources when researching potential purchases.

Respondents say the resources they turn to most are product demos, free trials, user reviews, vendor/product websites, and communities/forums.

Mostly commonly cited resources among B2B buyers

B2B tech buyers increasingly expect vendors to provide self-serve resources such as pricing information (81% say they want), product specs (72%), access to free versions/trials (64%), and customer use cases (53%).

What B2B buyers want for self-service

Respondents say the two things technology vendors do that make them more likely to buy are providing pricing on the vendor website and providing access to a free demo/trial on the website.

What technology vendors do that make B2B buyers more likely to buy

B2B buyers say the resources that are most impactful on their buying decisions are product demos, free trials, and their own prior experiences with the product/service.

Most impactful resources when B2B buyers make a decision

About the research: The report was based on data from a survey conducted in February 2022 among 2,185 professionals who helped buy new software or hardware for their organization in the past year.

Sign up for free to read the full article. Enter your email address to keep reading ...


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