Study: Organizations Look for Online Reviews to Make Vendor Decisions
They want to know what they’re getting into before entering into relationships
Vendors make the business world go round, and without their help, many associations wouldn’t be able to do half of the things they’re able to do otherwise.
But before we hire those vendors, organizations want to know what they’re getting into—and according to a new report from the marketing firm Clutch, organizations are ready to put the research in to ensure that they get the best possible result.
And what kind of research are business-to-business (B2B) buyers looking at the most? Online reviews, of course. Clutch’s study of 451 organizations found that 94 percent of respondents relied on online reviews to make a purchasing decision, with reviews on a company’s website read by more than two thirds of respondents (68 percent). Also up there are findings on search engines (61 percent) and B2B ratings and review sites (53 percent).
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