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According to a recent report from TrustRadius called the 2022 B2B Buying Disconnect, B2B buyers want to learn about products from trusted sources, including review sites, communities and forums and analyst rankings.

Like regular consumers, B2B buyers use a variety of resources to research products, and their first step is rarely contacting the seller. The majority of buyers (77%) said once they identified a need, their first step was to do their own research, whether checking review sites, conducting a Google search, reaching out to a peer, or seeking advice from a consultant or analyst. Only 23% contacted a sales representative.