Data Snapshot

External Influencers Play An Important Role In B2B Purchasing Decisions, Especially In Asia Pacific

May 8th, 2023
Subhendu Pattnaik, Principal Analyst
Subhendu Pattnaik Principal Analyst
With contributors:
Ashutosh Sharma , Matthew Selheimer , Aadya Gupta

B2B buyers often seek information from external independent sources to guide their decision-making when selecting a product, service, or solution from myriad choices: 91% of B2B purchase influencers in Asia Pacific said their purchase process included at least one person from outside their organization, versus 86% globally. The number of external voices in the purchase process is also notable: 36% of respondents in Asia Pacific noted that their purchase involved four or more external influencers; 9% said it involved 10 or more. Given external influencers’ importance, it’s time to focus on influencer relations in your annual marketing plan and long-term marketing strategy.

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