You want your business to be the “go-to” solution, but how do B2B decision makers actually find and choose the products they trust? Our 2025 Tech Buyer Preferences Survey reveals the top three reasons tech buyers are identifying leading solutions, with responses backed by real decision makers across software, finance, and business services.
Let’s break down these insights and uncover how you can position your product for discovery and, ultimately, purchase.
Trusted Peer Reviews Carry the Most Weight (33.1%)
Why Peer Reviews Are the Top Influencer
One in three buyers prioritize reviews on trusted platforms as their first step in researching a tech solution. These reviews are a crucial bridge between skepticism and confidence, especially for risk-averse decision makers.
It’s not just about star ratings. Buyers want to see:
- Detailed experiences: How did the product solve specific problems?
- Company match: Was the reviewer’s company similar in size or industry?
- Support interactions: How does the vendor treat customers post-sale?
One senior buyer said, “We need third-party reviews that show proof and transparent claim assessment.” That’s more than a checklist; it’s a validation loop that builds real trust.
Enterprise Buyers Trust Reviews Even More
Data shows that nearly 50% of enterprises with 5,000+ employees rely primarily on reviews. These are high-stakes decisions, so reviews aren’t just helpful, they’re mission-critical.
Even in regulated sectors like finance, buyers use reviews to:
- Compare compliance features
- Understand service-level expectations
- Identify hidden costs or integration issues
Best Practices for Incorporating Peer Reviews
If you’re not already investing in this space, here’s where to start:
- Ask happy customers for feedback immediately after a successful implementation.
- Highlight review insights in your sales decks and case studies.
- Bring data-backed testimonials front-and-center throughout your marketing messaging.
Think of reviews as digital word-of-mouth – and every word counts.
Industry Conferences and Meetups Drive Deep Discovery (23.4%)
More Than Just Networking: Real Research Happens Here
Industry events aren’t just social gatherings. For nearly a quarter of tech buyers, they are the primary discovery tool for leading solutions.
These events offer:
- Face-to-face validation: Seeing a product demo in person creates confidence.
- Unfiltered feedback: Attendees often share blunt insights you won’t find in polished marketing.
- Credibility by association: If you’re on stage or in the expo hall, it signals legitimacy.
Virtual and Hybrid Events Are Gaining Steam
The pandemic accelerated the adoption of virtual and hybrid models. While in-person still holds prestige, webinars and virtual summits allow decision makers to access content anytime, anywhere.
How to Maximize Your Industry Event ROI
- Be visible: Host a roundtable or speak on a panel, either in-person or virtually
- Create event-specific content: Publish a blog or whitepaper timed with the event.
- Follow up fast: Use intent signals from attendees (e.g., booth visits, webinar signups) to trigger custom nurture campaigns.
Don’t just show up. Show up with purpose.
Content from Industry Experts Builds Authority (22.6%)
Why Expert Content Matters
Articles, whitepapers, and videos from recognized industry authorities play a major role for nearly a quarter of buyers. In technical or compliance-heavy fields, that number is even higher.
These aren’t fluff pieces. Decision makers are seeking:
- Strategic outlooks: What do macroeconomic trends mean for my tech stack?
- Technology comparisons: How does Solution A stack up to Solution B?
- Implementation stories: What went right and wrong during onboarding?
The Front Line of Tech Research: Directors and VPs
Director and VP-level leaders are among the most likely to engage deeply with expert content, reading articles, watching videos, and attending webinars. These insights often don’t stop with them. Instead, they share their findings with C-level executives, shaping high-level decisions through internal briefings and strategic recommendations.
Your content has real influence throughout the buying committee, reaching the C-suite via trusted internal advocates who are actively seeking out leading solutions.
Craft a Winning Content Marketing Playbook
- Interview industry influencers and co-create whitepapers or video content.
- Distribute content via relevant platforms such as social media, niche newsletters, and analyst reports.
- Break big content into micro-assets like infographics, blog series, and podcast snippets.
Many Buyers Use a Combination of Channels to Identify Leading Solutions
While the structured data indicates top selections, a significant insight emerges from the open-ended responses: many tech buyers do not rely on a single method.
Numerous respondents explicitly mentioned that they use “all of the above” or a mix of the listed options. Others highlighted overlapping preferences such as “articles, industry conferences, and social media engagement,” or a “mixed” approach involving conferences, expert content, and reviews.
Additionally, some respondents added other sources like:
- Search engines
- Referrals from peers or personal networks
- Internal research processes or evaluation forms
- Newspapers or mainstream media
Taken together, these insights underscore that the tech buying journey is multifaceted. Rather than relying on one single method, buyers are gathering input from multiple, complementary sources to build confidence in their choices.
What Tech Buyers Really Look For in Solutions
In the end, tech buyers are looking for clear, validated, and expert-informed insights. Whether it’s a glowing review, an insightful panel at a conference, or a compelling article from a known authority, your brand needs to be present where trust is already being built.
Remember:
- Be where the buyers are looking.
- Let your current users do the talking.
- Build content that goes beyond marketing features to solve real problems.
Ready to be one of the leading solutions buyers actually find? Then it’s time to elevate your presence across the touchpoints that matter most.
