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Which information sources influence B2B purchase decisions?

Research shows most important factors for selecting martech

Marketers now have many, many potential marketing technologies they can deploy as shown by our 30 categories of martech relevant for all businesses serious about growth and optimisation. Selecting any type of new marketing technology is a serious businesses since although many services today offer paying monthly, collection of data and integration with other systems mean that although it's easy to switch providers in theory, in practice it often isn't. Of course, this depends whether it is a mission-critical systems like CRMs, which involve a lengthy migration between platforms compared to AB testing tools which can be switched relatively easily.

This research from Trustradius covers the factors that are important in taking a decision.

The research shows that buyers want hands-on experience with the product and insights from customers. Product demos and free trials were the best resources for buyers, who generally find them helpful and trustworthy. After hands-on experience with the product, peer resources such as direct referrals from colleagues and user reviews were the next most helpful and trustworthy information sources. This clearly indicates buyers want to understand and validate what it will be like to use the product on a daily basis.

By Dave Chaffey

Dave is CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our Expert members in more than 80 countries to Map, Plan and Manage their digital marketing. For my full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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