B2B buyers rarely act alone. They are part of large, complex buying groups that rely on a network of trusted sources throughout the decision-making process. Forrester’s B2B Trust research delves into these preferences, offering insights that are invaluable for shaping marketing and sales strategies and influencer relations programs.
We find that B2B buyers have distinct preferences for the sources of information they trust most (and least) which shapes who they turn to for insights and guidance:
Core insiders lead as trusted information sources. Familiarity breeds trust, not contempt. The most trusted sources for B2B buyers are coworkers and management within an organization, with 82% of buyers saying they are trusted. Close behind are vendors they currently work with, trusted by 79% of respondents. This reveals a strong incumbent advantage, illustrating a preference for the “devil you know” over the uncertainty of new relationships. This pattern suggests a defensive, risk-avoidant approach to change, emphasizing the importance of existing relationships in the B2B landscape.
Independent experts come next. Beyond their immediate inner circle, B2B buyers also value the insights of independent experts: industry peers, analysts, and even vendor executives and customers fall into this category, with trust levels ranging from 66% to 72% of respondents. These figures underscore the importance of authoritative voices that offer privileged insights or firsthand experience, free from the perceived bias of direct sales efforts.
Other outsiders are the lowest trusted sources. Our research indicates a more cautious approach to sources perceived as having biased interests. Salespeople from vendors, news media, and government officials garner lower levels of trust, with social media influencers at the bottom with only 44% trust. This skepticism reflects a broader trend of declining trust in traditional institutions.
Leverage Trust In Marketing And Sales Strategies
Understanding these trust dynamics is crucial for developing effective B2B marketing and sales strategies. Marketers should focus their influencer relations programs on the most trusted sources, namely core insiders like coworkers and current vendors, followed by independent experts. Outsiders, while less trusted, still play a role in the broader strategy, serving as channels to amplify the messages from more trusted sources. Sales should heed similar advice and focus on leveraging and promoting information from more trusted sources whenever possible.
Bring A Strategic Focus On Trusted Sources
For B2B marketers, aligning with trusted insiders and independent experts offers a pathway to gaining the confidence of potential buyers. By focusing on building relationships with these key influencers (not the social media ones), marketers can ensure that their messages are more likely to be received positively.
B2B marketing leaders should ensure that trusted preferences are built into buyer persona development and that influencer relations programs are an active and vital part of campaigns. In the same way, content marketing teams should work directly and indirectly with trusted sources and include their perspectives. Make it your goal to create a chorus of voices that builds a positive consensus among buyer groups.
You can learn more about who buyers trust and how to influence these influencers at Forrester’s B2B Summit North America.
See you there!
