Buyers are increasingly turning to trusted resources such as peers and industry influencers as they kick off their purchasing journey. According the report, B2B buyers are now consulting directly with sources that are informed about a topic, but provide an independent point of view for analysis on solving a business challenge. As social takes on a more prominent role for B2B buyers, content remains critical to the buying process and buyers want more of it.
This B2B buyer’s survey report from Demandbase identifies the significant trends in the modern buyer’s behaviour including the growing emphasis on peers guidance, the growing complexity of the buying process with regards to stakeholders, and the expanding list of buying triggers that are influencing vendors.
