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Gartner Marketing Survey Reveals The B2B Buyer Demand For More Third-Party Interactions


In an era dominated by digital engagement, B2B buyer preferences are undergoing a dynamic shift. A recent survey from Gartner, which delved into the opinions of 771 B2B buyers, highlighted an intriguing revelation: third-party interactions are currently held in higher esteem than digital supplier engagements. This emergent trend has profound implications for businesses navigating the complexities of modern B2B marketing.

A Shift Towards Value Affirmation Through Third-Parties

Historically, B2B buyers leaned on digital supplier interactions as a primary source of information. Yet, as per Gartner's findings, third-party interactions, such as consulting directly with external experts or reading customer reviews, now offer greater value affirmation to these buyers. As Rick LaFond, a notable Director Analyst in Gartner's Marketing practice, articulates, third-party sources instill confidence in buyers throughout their purchasing journey.

The Resonance of Social Channels in B2B Purchasing Decisions

The potency of social media in influencing B2B buying decisions can't be overstated. The survey showcased that YouTube emerged as the preeminent social platform affecting recent B2B purchasing decisions, trailed closely by the likes of Facebook, Instagram, Twitter, LinkedIn, and even TikTok.

LaFond emphasised that B2B brands might be missing a trick by not leveraging the potential of these platforms. Instead of merely using them for brand promotion via catchy videos, there's an avenue for brands to address specific customer needs and pain points across the buying spectrum.

Digital Supplier Interactions: Still in the Game

Despite the growing allure of third-party interactions, digital supplier channels haven't lost their relevance. B2B buyers still rely heavily on a supplier's official website when making purchasing decisions.

Following this, supplier-driven social media channels, online searches related to the supplier, and interactive tools like product recommenders or price calculators remain pivotal in the decision-making process. That then spills into the requirement of satisfaction - coming from sales incentives ideas from online platforms that drive buyers towards repeat purchases.

LaFond offers clarity on this juxtaposition. While there's a visible surge in the preference for third-party interactions, it doesn't negate the importance of a brand's own digital assets. In fact, B2B brands can and should adopt a holistic approach that meshes third-party insights with their digital strategies. If a brand's digital experiences rank lower on a buyer's list of valued sources, it signifies a need for improvement.

The Convergence of Digital Strategy and Third-Party Interactions

Brands don't need to bank solely on third-party platforms or exclusively on their digital assets. There's a synergy waiting to be explored. The essence of the Gartner survey is clear: while B2B buyers place considerable weight on third-party interactions, they don't disregard direct brand interactions.

B2B Chief Marketing Officers (CMOs) have an opportunity here. By integrating third-party interactions, which serve as potent information sources, with their brand's digital experiences, they can sculpt a more comprehensive and impactful buying journey for their audience.

The findings from the Gartner Marketing Survey offer a roadmap for B2B brands, emphasising a balanced approach that combines the credibility of third-party interactions with the directness of digital supplier engagements. As the B2B marketing arena continues to evolve, adaptability and receptiveness to these shifts will be the hallmarks of businesses that truly resonate with their target audience.


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