TrustRadius, the most trusted customer review platform for business technology, today celebrates the publication of the 5th annual B2B Buying Disconnect—a research report that reveals year-over-year changes in business technology buying and selling. With over 40 new statistics supported by in-depth analysis, the B2B Buying Disconnect is the tech industry’s primary source of information on the state of B2B marketing in 2021.

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The 2021 B2B Buying Disconnect provides insights into the following topics:

  • The Top 5 Information Sources Buyers Use
  • How Review Sites Influence Buying
  • Less Than Half of Vendors Use Intent Data
  • Marketing Tactics That Buyers Hate
  • How Data Security Concerns Delay Buying
  • How to Win More Buyers in 2021

“Especially as the coronavirus pandemic has sparked severe changes in the B2B tech world, the B2B Buying Disconnect is an invaluable resource for tech marketers,” said Vinay Bhagat, TrustRadius Founder and CEO. “Marketers at software companies already saw a gap between the way they market technology and the way buyers want to engage with them. COVID-19 has intensified that disconnect.”

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“Buyers are now demanding self-service options that not all vendors offer,” continued Bhagat. “In a market where most interactions are online, buyers are increasingly concerned about data privacy and security—enough to ruthlessly cut products from their shortlist. They’re also frustrated by the marketing tactics that vendors love to use. At TrustRadius, we’re determined to unearth these gaps and provide the data that tech marketers need to improve their tactics in the new year.”

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