A survey by Gartner reveals that B2B buyers value third-party interactions 1.4x more than digital supplier interactions. The B2B buyers surveyed say third-party interactions are more reassuring for customers. - Third-party interactions include reading customer references, reviews, and direct consultations with third-party specialists.
- Gartner's research also highlights the influence that social media platforms have over B2B purchase decisions, naming YouTube (65%) as the top platform to influence B2B purchase decisions, followed by Facebook (60%) and Instagram (55%).
- Although digital supplier interactions were rated less important than third-party interactions, they still have a significant impact on B2B purchases. The characteristics of a supplier's website, especially its interactive tools, were also found to influence B2B purchasing decisions.
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