There is a myriad of sources that influence the purchase decisions of B2B buyers but when we ask this group to identify their single most influential purchase driver, it’s industry websites that come out on top.
In fact, it’s still the more ‘traditional’ sources of information that are the most influential on the purchasing decisions of B2B buyers, with news stories and traditional advertising (on TV, in newspapers etc.) completing the top 3 here.
But that’s not to say that digital channels are not having an impact on B2B buyers’ purchasing decisions. Conversations with company reps via social media are rated as equally important to sales presentations, for example.