<p>TrustRadius
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The 2018 B2B Buying Disconnect
An in-depth study on buyer preferences, vendor impact,
and the persistent trust gap in B2B technology
TrustRadius
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Table of contents
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Introduction
Key Findings
Buyers use multiple resources when researching
products because none are perfectly adequate or
trustworthy
For some key selection criteria, buyers don't believe
vendors are the right source of information
Users are an important resource for many buyers, yet
vendors aren't sufficiently leveraging their advocates
Buyers are more influenced by vendors who are
transparent and trustworthy
Reviews are an effective and efficient way for vendors to
embrace authenticity
Conclusion
Appendix
TrustRadius
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In 2017, TrustRadius conducted the first B2B Buying Disconnect study, which explored
the gaps, opportunities, and changing dynamics between technology buyers and
vendors. This research expanded upon studies from Forrester, SiriusDecisions, Demand
Gen Report, and others on the changing behaviors of B2B technology buyers, who are
more empowered than ever before. Our research also included the vendor perspective,
enabling a direct comparison between how vendors attempt to influence buyers versus
how buyers make purchasing decisions. 608 individuals completed our surveys, spanning
buyers who played a significant role in an important software purchase decision for their
organization and professionals who work in sales or marketing for a vendor.
INTRODUCTION
TrustRadius
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For our second annual B2B Buying Disconnect study, 678 individuals (438 buyers and
240 vendors) completed aligning surveys. We checked in on the state of B2B information
sources, selection criteria, and the buyer-vendor dynamic to see if anything had changed
year over year. But we also added new lines of questioning to probe more deeply into
buyers' priorities/motivations and the specific tactics that make vendors trustworthy and
influential. Our goal was to provide a clearer, more actionable picture of the opp