The findings highlight the significance of third-party sources
According to a recent survey conducted by Gartner, Inc., B2B buyers assign 1.4 times more value to third-party interactions compared to digital supplier interactions. The survey, which included 771 B2B buyers, revealed that certain third-party interactions, such as reading customer references or reviews and consulting with third-party experts, play a crucial role in providing customers with value affirmation during their purchase journey.
The findings highlight the significance of third-party sources in instilling confidence in buyers throughout the buying process. Rick LaFond, Director Analyst in the Gartner Marketing practice, emphasized the importance of third-party interactions, stating, “Buyers want to feel confident throughout their purchase journey, and third-party sources can help get them there.”
The survey also shed light on the impact of social media channels on B2B purchase decisions. YouTube emerged as the top social media channel influencing recent B2B purchase decisions, followed by Facebook, Instagram, Twitter, LinkedIn, and TikTok. LaFond noted that B2B brands often underutilize social channels and encouraged marketers to leverage them to showcase how their brand addresses customer needs and pain points at various stages of the buying process.
While third-party interactions are highly valued by B2B buyers, the survey also highlighted the importance of digital supplier channels. B2B buyers identified a supplier’s website as the most leveraged digital channel during the purchase decision-making process. Other significant digital interactions included the supplier’s social media channels, online searches for the supplier, and the use of interactive tools such as product recommenders and price calculators.
LaFond emphasized that brands should not solely rely on third-party interactions for their social media strategy. He highlighted the need for brands to improve their digital experiences, as they ranked lower on the list of what customers value. The data suggests that many B2B CMOs may be overlooking the impact of third-party interactions as valuable information sources for buyers.
The survey findings underscore the importance of a holistic approach to B2B marketing, where both third-party interactions and digital supplier channels are optimized to cater to buyers’ needs and preferences. By effectively utilizing these channels, B2B brands can enhance their customers’ purchase journeys and build greater confidence in their offerings.
Tags: B2B marketingGartner
