The B2B Buying Disconnect, a must-read report for tech marketers, is now in its eighth year. Its long-running theme highlights the differences between the reality of tech buying and vendor perception.

Each year’s report from TrustRadius is a treasure trove of insights that have, over time, become a valuable resource, as well as tracking the rise and fall of various buying mechanisms before, during and after the pandemic.

As buying cycles become shorter, tech marketers should note a couple of key findings from the report – first, that buyers are shortlisting a product they were previously aware of – and second, that a compelling demo helps seal the deal.

For tech vendors, this points to a focus on general top-of-funnel work in creating awareness and ensuring that you’re giving demos your best shot.

Since the first B2B Buying Disconnect report, one thing has remained constant in TrustRadius’ research: Highlighting where review sites fit into the ecosystem, even for enterprise product buyers.

Notably, less so on the enterprise services side, which is an area where reviews have still to gain true momentum – although we are seeing some movement.

As Destrier works closely with tech vendors to help them perform at their best on tech review sites, TrustRadius invited me to review the preliminary report again this year – and to share some key findings in advance with our enterprise tech clients.

One key finding from the 2024 B2B Buying Disconnect report by TrustRadius is how buyers use reviews more to validate their choice – pre- and post-purchase – than they do for discovery.

There’s a downside: Reviews are just an echo chamber for the already-sold buyer in the worst-case scenario. However, to steal a phrase from Michael Ricks, vendors must have their hook in the water. Otherwise, they’re not fishing.

Over the last five years, reviews have become part of the enterprise tech buyer ecosystem. There has been continued speculation about whether they will replace the advice of industry analysts (nope).

This year’s survey reports an overall drop in the percentage of buyers using analyst reports, but it does not track cases where buyers seek analyst advice. And that’s the rub. For best mileage, analyst advisory and peer review sites should have a symbiotic relationship.

Analysts are best consulted by buyers early and again later in the buying cycle. The first consultancy should be when a buyer has realized – or even starts to recognize – that they have a problem to solve and would benefit from expert advice on different approaches.

The earlier you engage with industry analysts, the more they can help shape the challenge and formulate your solution because taking a strategic, holistic approach is impossible when you’re backed up against a wall replacing point solutions.

The best value from review sites is helping buyers find out what it’s actually like to work with shortlisted vendors. That’s why sites like TrustRadius formulate their reviewer questions accordingly to draw out these insights for peers.

Once that shortlist is drawn, it’s time again for analyst support in creating an RFP, vendor selection, and contract negotiation is again required.

This report is a constructive move from a review site to work together with tech vendors instead of treating them with disdain. A little trust goes a long way.

Thanks to Vinay Bhagat, Allyson Havener and Kristi Gamboni at TrustRadius for the lively exchange of views, and the chance to review and comment on the findings pre-publication.