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Top Sources for Media Users’ Buying Decisions

For media users, it seems a diverse variety of information sources is key when it comes to making buying decisions.

The MarketingCharts article, “Which Sources Are B2B Media Users Leveraging For Buying Decisions?” shares some findings from a recent ABM study that looked at the value of B2B media in connecting buyers and sellers.

The majority of B2B media users in the study said they relied on both traditional and digital media sources to gain tips and information they can use in their work. Some of the study’s most interesting findings:

  • B2B media users are making use of an array of industry sources, ranging from mobile-optimized sites or applications (63%) to e-newsletters (92%) and print magazines (96%).
  • In terms of the sources important for new product and supplier information, websites ranked first, at 80% of B2B media users, ahead of product information from the manufacturer (73%) and print magazines (69%). That’s despite print magazines being equal with websites in terms of overall usage, at 96%.
  • When it comes to the sources deemed important for researching work-related purchases, websites again took top billing, at 65% of users, followed by product information from the manufacturer (62%) and print magazines (48%). Interestingly, while email newsletters were seen as more important than conferences or trade shows for finding new product and supplier information (64% vs. 51%), slightly fewer respondents saw them as being important for researching work-related purchases (41% vs. 43%).

A separate part of the study also found that 74% of the business professionals surveyed indicate that they are involved in purchasing decisions or supplier selections—and their top sources of information when making purchasing decisions are websites, print magazines, conferences and trade shows, and email newsletters.

Learn more about our resources for B2B marketers.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.