Most business leaders and Marketing and Sales professionals today understand the impact that peer reviews and stories make on the customer bying journey, including the B2B purchase journey. This trend has certainly added more twists and turns to the buying process.
Various studies reveal significant changes to how B2B buyers identify, evaluate, and select suppliers.
Several findings are worth noting:
- A Hubspot study found that only 3% of people consider salespeople and marketers as trustworthy.
- 84% of B2B buyers are now starting the purchasing process with a referral, and peer recommendations influence more than 90% of all B2B buying decisions.
