TrustRadius report: Demos, trials and customers’ opinions count most for B2B buyers

B2B marketers: you know all that product info on your website?

It doesn’t carry all that much credibility with buyers because it’s seen as intended to generate leads rather than inform about a product, according to a recent report on how B2B buyers make decisions and how vendors influence those decisions.

And it turns out vendors know such material is not very effective.

The report, “The B2B Buying Disconnect,” was conducted by TrustRadius, which says this is the first comprehensive study of the topic. TrustRaidus provides B2B tech research and product reviews, and VP of Marketing Bertrand Hazard told me that his company intends for this report to be released annually.

What does carry the most weight?

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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