US EOS VOLUPTAQUID UNTUMQU IDEBIT DOLUPTIBUS, CONSED UTEM IL IN RE Buyers cited their peers and colleagues as the third most important resource (behind “web search” and “vendor websites”) that helped inform them during the start of the purchase process. Forty-two percent of respondents listed peers and colleagues as their top source of information. 42% When asked to rate specific aspects of their purchase process, 24% of listed peers and buyers “strongly agreed” that they relied more on peer recommendations colleagues as their top compared to 2016, where only 12% of respondents “strongly agreed” that peer source of information. recommendations were important. One factor that explains the appeal of peer insights for B2B buyers is its widespread availability. From social media to review sites, buyers today have access to more feedback than ever. When buyers reached the point of evaluating a set list of solution providers: • 67% of respondents said reviews were a “very important” consideration, a 12% increase from last year. • Analyst rankings saw a 10% increase compared to the 2016 Report; and • Case studies/testimonials increased by 3% from last year. One buyer noted, “We have changed the way we do B2B buying by looking at highly regarded recommendations to help influence decisions. This helps the initial determination of purchasing a particular product from a vendor.” 2017 B2B Buyer’s Survey Report • 10