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.