The way B2B technology buyers conduct research and make buying decisions is changing. Marketers who understand how these behaviors are evolving can set up their companies for success in the coming decade. Those who don’t risk misallocating marketing budgets by focusing on the wrong tactics.

Buyers now consistently rely on five top sources of information–yet vendors typically concentrate on only two of these. Nearly two-thirds of B2B tech buyers are now under age 40. And those professionals rely on different sources for decision making than their more senior colleagues.

Those are just a few of the findings from B2B Buying Disconnect: Forecasting Radical Changes in Tech Buying Behavior just published by software rating site TrustRadius. The 63-page study provides a wealth of insights for B2B marketers and product managers. Here are seven of the key findings, supplemented by additional observations born of experience.
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