Which information sources influence B2B purchase decisions?

Research shows most important factors for selecting martech

Marketers now have many, many potential marketing technologies they can deploy as shown by our 30 categories of martech relevant for all businesses serious about growth and optimisation. Selecting any type of new marketing technology is a serious businesses since although many services today offer paying monthly, collection of data and integration with other systems mean that although it's easy to switch providers in theory, in practice it often isn't. Of course, this depends whether it is a mission-critical systems like CRMs, which involve a lengthy migration between platforms compared to AB testing tools which can be switched relatively easily.

This research from Trustradius covers the factors that are important in taking a decision.

The research shows that buyers want hands-on experience with the product and insights from customers. Product demos and free trials were the best resources for buyers, who generally find them helpful and trustworthy. After hands-on experience with the product, peer resources such as direct referrals from colleagues and user reviews were the next most helpful and trustworthy information sources. This clearly indicates buyers want to understand and validate what it will be like to use the product on a daily basis.

• Source: Trustradius B2B tech purchasing report
• Sample: 418 B2B buyers who played a key role in a significant software purchase during the last two years.
• Recommended Smart Insights resource: Free essential digital tools report

Contributer : Smart Insights