Whether buyer or seller, David Dodd offers perspectives on decision making in a series he started in September 2020 < link >. “The pace of change in some aspects of B2B marketing has been so rapid over the past fifteen years that it’s far too easy to lose sight of the fact that many of the core principles of marketing and buyer behavior have changed very little. The tools and techniques we use are certainly different, but the thoughts and emotions we need to evoke in customers and prospects are essentially the same today as they were decades ago,” he writes.
His most recent update is for technology buyers and the five most frequently used sources of information are:
- Product demos
- Vendor/product websites
- User reviews
- Vendor representatives
- Free trials/accounts
Source: CustomerThink, November 30, 2020. Link. One noteworthy difference between buyers and sellers relates to industry events.
Nearly half of the surveyed sellers (49%) believe that buyers first learn about products at conferences and tradeshows, but only 10% of surveyed buyers said they first learn about products at such events.
Also see: David Dodd articles, Customer Think. Link.
INSIGHTS: Whether buyer or seller, understanding what influences decisions remains an important consideration.