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NEWS: Analyst insight undervalued in B2B buying

B2B marketers may be missing a trick by not paying sufficient attention to the level of sway industry analysts hold in the B2B buying process, according to exclusive research published in this year’s Buyersphere Report.

One-fifth (19 per cent) of B2B buyers rated external analyst information 10 out of 10 for influence during the buying process. These organisations and the individuals writing for them are very well regarded.

‘Interviews with company experts’ (i.e. suppliers) were also regarded as being influential in the process, highlighting that attempts to align marketing messages with sales and customer service representatives are unlikely to be made in vain.

Surprisingly, peer review (including content widely available via blogs and social media) was regarded as being much less influential in the buying process.

For further information on the Buyersphere’s Star Influencers work, download the infographic below.

This year’s report throws the spotlight on B2B buyers; highlighting the straight-from-the-horse’s-mouth insight B2B marketers need in order to deliver customer-centric campaigns and messaging.

This year over 200 UK-based business buyers with budgetary sign-off for business purchases worth in excess of £20,000 were surveyed. The final report, with a detailed analysis written by Base One’s John Bottom, is available for download now.

(Click to enlarge)