BtoB Buyers Leveraging More Resources Before Making Purchase Decisions, Preliminary Research Shows

Published: July 25, 2011

In the early stages of the buying process, 87% of respondents indicated that they started with informal information gathering around a business problem — but this stage is becoming increasingly social, as 54% of respondents indicate that they engaged with peers who had addressed the challenge, and another 31% followed industry conversations/coverage of their topics on blogs and social media.

Additionally, preliminary early findings indicate that buyers are taking greater precautions and steps before selecting a solution. The majority of respondents (59%) said they took advantage of a free trial to use the product before purchasing, while 27% piloted the solution in one department or division before rolling out across the entire company.

The survey validated that BtoB buyers are gravitating to a “see it to believe it” approach, as 67% of respondents indicated that a demo or product overview was the most useful in the early stages of the buying process. In addition, 51% of respondents said free products or trials were the most helpful in supporting a purchase decision in the final stages of the selection process.

To benchmark your own experiences as a BtoB buyer, click here to take the survey. Respondents will have the opportunity to receive an advance copy of the results, and will help establish key industry benchmarks.

Get the latest B2B Marketing News & Trends delivered directly to your inbox!
B2B Marketing Exchange
B2B Marketing Exchange East
Campaign Optimization Series
Buyer Insights & Intelligence Series
Strategy & Planning Series