There is a myriad of sources that influence the purchase decisions of business to business (B2B) buyers but when this group is asked to identify their single most influential purchase driver, it’s industry websites that come out on top.
In fact, it is still the more ‘traditional’ sources of information that are the most influential on the purchasing decisions of B2B buyers, with news stories and traditional advertising on the vehicles TV and in newspapers completing the top three according to Global Web Index.
But that’s not to say that digital channels are not having an impact on B2B buyers’ purchasing decisions. Conversations with company reps via social media are rated as equally important to sales presentations, for example.
