![B2B Decision-Makers' Most Influential Information Sources, March 2015 [CHART]](https://trends.e-strategyblog.com/wp-content/uploads/2015/11/195196.gif "Chart - B2B Decision-Makers' Most Influential Information Sources")
B2B decision-makers are clear on who they trust, and who influences them, when thinking about what to buy for their firms. Word-of-mouth is a key driver, with businesspeople looking to friends in the industry and other third-party experts ahead of traditional or digital marketing resources.
When it came time to directly influence a decision, word-of-mouth won out—and marketing lost.
Nearly two in five respondents said their professional network was the No. 1 most influential source at purchasing time. Industry experts came in second place, followed by internal influencers. Vendor-supplied content was a distant fourth, with just 14% of responses.
Of course, that doesn’t mean B2B marketers’ efforts are all in vain. Lead nurture campaigns, for example, have proved effective, along with personalization and targeting efforts. Read the rest at eMarketer.
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