A majority (86%) of B2B buyers cite word of mouth from peers as the most influential factor in their purchasing decisions, according to new research from Blanc & Otus, a technology communications agency, and the business software review platform provider G2 Crowd. Industry analyst reports (84%) and private consultations with an analyst (83%) were also listed as top drivers of B2B buying decisions.
The study surveyed roughly 800 B2B buyers to understand what influences buying decisions throughout the buying journey. The research highlighted the motivations for respondents to share content with peers, as well as engage in word-of-mouth with other members of the buying committee.
Other findings from the report include:
- 82% of respondents found events valuable when determining which vendors to include in a RFP;
- While 63% said they share this information primarily via in-person conversations, 59% said they share content and insights over email; and
- A combination of LinkedIn, Facebook, blogs, text and Twitter accounted for 75% of how B2B buyers share information.
“Content marketing, influencer relations and word of mouth marketing are converging into a connected discipline and have become the primary drivers of both lead generation and deal closure," said Joshua Reynolds, Strategic Advisor at Blanc & Otus.
Click here for a full copy of the report.