What Influences B2B Purchase Decisions? [Infographic]

Have you ever clicked on a shoe ad in your social media feed? Minutes later you’ll be adorned with a handful of ads for different brands, all offering very similar, if not identical products.

One brand offers a free set of extra laces and inner soles. Another brand iterates that free laces and inner soles are a scam and it’s really all about the shoe. This one advertises at half the cost but assures the same quality as the rest. How do you make a sound decision?

As modern day shoppers, experienced with traversing the e-commerce world, we know that the obvious answer is reviews and recommendations. An advertiser can only inspire trust to a certain degree; not nearly as convincingly as hearing it straight form another customers mouth.

As a B2C customer, chances are you’ve participated in this review economy. But, interestingly enough, there’s growing evidence that suggests that B2B decisions are influenced even more by recommendations and reviews than B2C.

LinkedIn recently conducted a survey which found that a third of respondents said that peer reviews raised awareness of a B2B solution; over half responded by saying peer reviews helped build trust in a solution.

So, what does this mean for marketers?

Cultivate a Community That Leads to Positive Reviews

Although it may not sound like the most fantastic news for marketers in the sense of it being an aspect that you have very little control over, there is some light at the end of the tunnel.

That light comes in the form of cultivating a community that leads to positive reviews. But, how can this be done? Luckily, LinkedIn has published an infographic that can help you understand how to build a solid review base. Check it out below.

Infographic highlighting what influences B2B purchase decisions
Jason Muller
SEO Specialist with an ever-growing passion for the digital industry. Enjoy meeting and working with people who are visionaries and dare to go the path less traveled, inspiring others along the way.

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