BtoB

Survey finds b-to-b buyers don’t put a lot of trust in consultants as information sources

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Wilton, Conn.—Consultants are the least trusted sources of information by b-to-b buyers in purchase decisions, according to a new survey by SiriusDecisions.

According to the report, which was based on an online survey of 1,016 b-to-b decision-makers, the most trusted sources of marketing information during the buying process are industry analysts (cited by 29% of respondents) and industry peers (22%).

Only 7% of respondents said consultants are the most trusted source of information during decision making.

Also, consultants are least trusted during the early stages of the decision-making process and are more trusted during the middle and selection phases.

By comparison, industry analysts are trusted throughout the buying process, the survey found.

—Kate Maddox

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