58% of B2B buyers use product demos to evaluate their B2B tech purchases

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 19, 2020, 1:13 AM UTC

TrustRadius recently surveyed 907 B2B technology buyers and 227 B2B technology vendors.

The report found that 58% of buyers rely on product demos when assessing B2B tech purchases and 51% respondents rely on vendor websites. Additional information sources used by B2B buyers for tech purchases are user reviews (45%), vendor representative (43%), free trial/ accounts (41%), and more.

Of the sources, free trails/accounts were rated as the most influential, and the most trustworthy. However, the least trusted and influential sources were vendor/product websites and vendor representative.

The top strategies used by vendors to effectively engaging potential B2B buyers are marketing collateral, case studies, and customer references. Product demos and websites are the only sources that are both used by B2B tech buyers and vendors.

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