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B2B buyers say they rely on product demos and vendor websites most when evaluating potential technology purchases, according to recent research from TrustRadius. The report was based on data from a survey conducted in September 2020 among 907 B2B technology buyers and 227 B2B technology vendors.
Some 58% of buyers say they rely on product demos when evaluating B2B tech purchases, and 51% say they rely on vendor websites.

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TrustRadius published the findings of its fifth annual B2B buying disconnect study. The 2021 B2B Buying Disconnect report provides a wealth of valuable insights regarding the sale and purchase of business technology solutions. Includes findings about the technology buying process, how technology buyers learn about products and services and research potential purchases, and how they view technology vendors.

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Earlier this month, TrustRadius published the findings of its fifth annual B2B buying disconnect research. The 2021 B2B Buying Disconnect report is based on two surveys that were conducted in September of this year.
I’ll discuss what the TrustRadius study discovered about how technology buyers learn about products or services and research potential purchases.

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The coronavirus pandemic sparked severe changes in the B2B tech world. Marketers at software companies already saw a gap between the way they market technology and the way buyers want to engage with them. COVID-19 intensified that disconnect. The B2B Buying Disconnect exposes these gaps and helps vendors learn how to market better in the ever-changing world of 2021.

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TrustRadius is working to bring honesty and integrity to the forefront with a software review site built to combat fraud. The company doesn’t sell paid placements or allow vendors to skew results in any way. Every reviewer is vetted by humans and algorithms, and the review process is centered on depth, detail, and quality. With continuous updates to better serve buyers, vendors, and expert contributors.

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They’re unavoidable—corporate buzzwords and gobbledygook. These words are the audio wallpaper that surrounds the American workplace. Belittled and unloved, corporate jargon endures, even thrives. And let’s be honest—not only have we heard these words and phrases. We’ve probably used them ourselves. These buzzwords are worth exploring.

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According to TrustRadius, B2B buyers consult roughly seven information sources before making a purchase decision. Of those seven information sources, company blog content ranks near the bottom with buyers preferring product demos, websites and user reviews, among others. So what can companies do to build trust?

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TrustRadius today celebrates the publication of the 5th annual B2B Buying Disconnect—a research report that reveals year-over-year changes in business technology buying and selling. With over 40 new statistics supported by in-depth analysis, the B2B Buying Disconnect is the tech industry’s primary source of information on the state of B2B marketing in 2021.

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46 percent of B2B technology buyers have felt that there are too many social media ads, with 30 percent noting that they prefered targeted ads, according to recently-released B2B buyer survey data. The report also showed that the most trusted sources of information buyers use include product demonstrations, vendor product websites, and user reviews.

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TrustRadius recently published its “2021 B2B Buying Disconnect” report, and statistics showed that 49% of B2B buyers decreased technology spending over the course of 2020, primarily due to the impact of COVID-19. Of those buyers who said their overall tech spending had changed due to the pandemic, 56% believe that spending will return to previous levels or increase.

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Those are just a few of the findings from B2B Buying Disconnect: Forecasting Radical Changes in Tech Buying Behavior just published by software rating site TrustRadius. The 63-page study provides a wealth of insights for B2B marketers and product managers. Here are seven of the key findings, supplemented by additional observations born of experience.

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The 2020 People of Color in Tech Report from Trust Radius analyzes the results of a survey given to over 1,200 professionals in tech and provides some interesting insights into some of the reasons why the needle is so slow to move. The report does a great job of appealing to both the rider and the elephant by interspersing stories from people of color in tech.

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Budget pressures in the software buying space are by no means bad for review platforms. Said Russ Somers, VP Marketing at TrustRadius: “No-one welcomes a pandemic, but it’s been good for our business in a couple of ways. We tend to have a very enterprise audience, so our customers kept spending and our business kept growing.”

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According to a report recently released by TrustRadius: More than 1 in 3 women (36%) said they’re not sure their company has made an effort to address gender equality concerns in the tech industry. Occupational sexism in the tech industry has been a subject of argument in the media for years.

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