Many buyers are reluctant to try new B2B technology vendors and products, but according to recent research from LinkedIn Marketing Solutions, they can be persuaded with better prices, extensive experience, innovative solutions and professional peer reviews.
The report is based on data from a survey conducted in July 2020 of 5,894 B2B technology decision-makers working for companies of all sizes around the world.
Only a third of technology decision-makers say they are very likely or more likely to try out a new B2B technology product or to launch it.
Half of buyers say they would consider a new technology product / entrant if it was more affordable. 49% say they do this when they have a business need that well-known brands cannot address.
Around 76% of technology decision-makers agree with the following statement: “It is important to me to buy from a provider who has extensive experience and knowledge.”
Buyers say that professional peer reviews are the resource that is most effective in raising awareness of new technology products and is the best way to instill confidence in new technology products.
About research: The report is based on data from a survey conducted in July 2020 of 5,894 B2B technology decision-makers working for companies of all sizes around the world.