2023 B2B Buying Disconnect:
The Self-Serve Economy is Prove It or Lose It
Our seventh-annual report covers significant findings across industries
Our 2023 B2B Buying Disconnect report—a survey of 1,604 tech buyers and 248 tech vendors—shows year-over-year trends in business technology buying and selling.
A few of the biggest highlights of the 2023 report:
- We are in a self-service economy. Buyers are self-sufficient, relying mostly on self-serve resources to inform their buying decisions. 77% named it among their top three most influential resources for buyers, up from 67% in 2022.
- Buyer are more risk averse than ever before. 87% of technology buyers adjusted their buying process to ensure they buy only proven products that will provide ROI—and fast.
- Product demos are critical. Product demos are the #1 most important decision-making resource (58%) for buyers in 2023, as they have been for several years.
- Generating customer reviews is a quality play, not quantity. The majority of buyers care more about review content and finding users that are relatable to them. The number of reviews and your overall score matters less to buyers.
Download the report to read our complete findings.
Additional TrustRadius Resources
In our LinkedIn Live: Engaging B2B Buyers on Their Terms, Megan Headley, TrustRadius VP of Research, sat down with Kate Newstead, Marketing Science Lead at The B2B Institute, a LinkedIn-sponsored think tank, to discover what it takes to build a B2B technology brand that shines in our new reality.
Today, B2B technology buyers want authenticity and to self-educate when researching products. Unfortunately, they often ignore the brand story your marketing team is trying to tell, instead searching for comparisons of vendors, social proof, and self-serve product information from trusted third-party sources.
The buyers’ journey to find the perfect technology match is not the same as it used to be. When options were limited and information was selectively shared, buyers were content with settling. The journey was linear and predictable. Not anymore.
Social proof is the key to unlocking the potential of your digital marketing efforts. From leveraging customer reviews to showcasing user-generated content, social proof can be that missing link of trust buyers are looking for in the vast digital world. Learn how to transform your digital marketing efforts and brand performance with social proof to gain buyer trust, and customer appreciation.
Most marketers stop and check the box for “having a presence on review sites” once they create a review site profile, and then move on. But they don’t realize there’s a lot more value to gain. With the right strategy in place, you can use a decisioning or review platform for storytelling, sales enablement, and even ABM to create a place for your customers to speak their truths, and buyers to better understand if your product is right for their situation.
Having a multi-review platform strategy is the best way to “see in the dark.” You’ve heard of “dark social” or the “dark funnel,” but have you figured out how to navigate it yet?