B2B Tech Buyer Trends: Goodbye Vendor Reps, Hello Self-Service

B2B Tech Buyer Trends: Goodbye Vendor Reps, Hello Self-Service

Martech — Wed., Aug. 17, 2022

B2B technology buyers are turning to vendor representatives less than ever and are increasingly relying on self-service resources. According to a recent survey from TrustRadius, for the first time in five years, vendor reps were not listed among the top 5 resources used for researching potential purchases. Resources typically used include product demos, free trials, user reviews, vendor/product websites, and communities/forums.

B2B buyers also expect vendors to provide self-serve resources such as pricing information, product specs, free versions/trials, and customer use cases. To make buyers more likely to purchase, they need to provide pricing on the vendor website and access to a free demo/trial. The most impactful resources when making a decision are product demos, free trials, and the buyer's prior experiences.

The report was based on a survey of 2,185 professionals who had helped buy new software or hardware for their organization in the past year. It reveals that B2B buyers are turning to self-service resources rather than vendor reps, and that they expect vendors to provide certain resources to make them more likely to buy.

... continue reading below
Sign up for free to read the full article.
Enter your email address to continue reading

B2B Tech Buyer Trends: Goodbye Vendor Reps, Hello Self-Service

Don't worry ... it's FREE!

Already a member? Sign in now.

Related Articles

How Marketing Decision-Makers Evaluate Software Vendors

How Marketing Decision-Makers Evaluate Software Vendors

What are the top things marketing-decision makers value when selecting software vendors? Which sources of information do they turn to most often when evaluating vendors? What are their software spend plans for 2025?

Adtech vs. Martech: The Standoff That's Costing Brands Their Future

Adtech vs. Martech: The Standoff That's Costing Brands Their Future

Customers demand seamless experiences across channels. Integrating adtech and martech is essential to meet those expectations and boost ROI. Read more.

B2B Marketing Automation in 2025: Budget, Goal, and Focus Area Trends

B2B Marketing Automation in 2025: Budget, Goal, and Focus Area Trends

Most B2B marketers say they plan to moderately increase their spend on marketing automation in 2025, according to recent research.

How to Build a Winning Product Content Management Strategy With DAM and PIM

How to Build a Winning Product Content Management Strategy With DAM and PIM

Learn how DAM and PIM systems support a strong product content strategy by streamlining collaboration, accelerating workflows, and enhancing consistency. Read more.

The Secret to Scalable B2B Marketing and Sales: Business Automation

The Secret to Scalable B2B Marketing and Sales: Business Automation

Learn how business automation enhances B2B marketing and sales by improving efficiency, personalization, and lead generation. Read more.

Businesses' Martech Plans for the Next 12 Months

Businesses' Martech Plans for the Next 12 Months

Some 99% of businesses plan to make some changes to their martech stack in the next 12 months, according to recent research.

Subscribe to the MarketingProfs Today newsletter