Risk aversion is becoming a top motivator for B2B buyers. Research shows 78% of buyers are dedicating more time to researching solutions and are increasingly turning to peers and thought leaders for relevant insights. Demand Gen Report’s 2018 B2B Buyers Survey demonstrates the growing influence of third-party sources and outside opinions on the buyer journey. According to the report:

65% rely on peer recommendations and review sites;
54% use social media to research vendors and solutions; and
36% connected with thought leaders to ask for their opinion.
As buyer behaviors continue to shift towards peers and thought leaders, forward-thinking marketers from companies such as SAP, the Content Marketing Institute and Oracle are looking beyond their internal resources to leverage industry influencers to drive engagement, enhance content and build trust with buyers.
— Read on www.demandgenreport.com/features/industry-insights/forward-thinking-b2b-marketers-partner-with-influencers-to-create-cross-channel-long-term-campaigns