A joint survey from SurveyMonkey and Reddit showcase a fundamental shift in how business decisions are made as buyers prioritize peer validation over traditional vendor marketing in the early stages of the buying journey.
The co-branded research study, titled The Hidden B2B Journey, reveals that as the B2B landscape becomes increasingly fragmented, 55% of decision-makers struggle to know which information sources to trust. This skepticism means buyers now complete much of their discovery and evaluation independently, often before ever engaging with a sales team, according to the reports authors.
Among all information channels, peer recommendations stand out as the most trusted source, with nearly three-quarters (73%) of decision-makers trusting peer insights above vendor websites (55%), search engines (54%), review sites (46%), AI chatbots (39%), and social media (36%).
SurveyMonkey’s Katie Miserany
The mandate for B2B marketers is clear: start selling how we buy,” said Katie Miserany, chief communications officer and head of global marketing at SurveyMonkey.
“When we’re looking for new tools and technology, we ask around, read the reviews, search for competitors, and do our homework long before we ask to talk to sales,” said Miserany in a statement. “To compete, brands must show up in all of those spaces with empathy, transparency, and proof. Authenticity wins, especially when you’ve got substance to back it up.”
Inside the Report
B2B buying no longer begins with a sales pitch. According to the study, 83% of B2B decision-makers self-research before ever speaking to sales. While the majority of buyers move quickly— with 65% spending a week or less on research— a critical 31% spend several weeks or more researching before making a decision.
The extended research window is most pronounced in high-stakes sectors as 40% of software buyers spend several weeks to a month or more researching before buying. Additionally, 37% of professional services buyers and 37% of HR buyers follow a similar extended timeline due to complexity, risk, and long-term impact.
The study highlights a growing gap in clarity. As decision-makers find it difficult to identify trustworthy information sources, key obstacles cited include finding real user testimonials (48%); parsing through seller/vendor-provided information (46%) and getting details on specific sellers/providers (44%).
Power of Online Communities
While search engines remain the most commonly used channel during early B2B research at 57%, the study identifies search as a “navigation layer” rather than a destination. Buyers use search to identify options, but then move beyond vendor websites to validate claims through peer discussion and firsthand experiences. Reddit content is increasingly part of that validation process with over 121 million daily active unique users growing 19% year-over-year, according to the company.
The study found that nearly three-quarters (70%) of decision-makers have used social media at least once to research business purchases. Within these spaces, Reddit emerged as a critical hub as
- 23% of decision-makers have used Reddit for research, including a third (32%) of software buyers’
- Reviews and testimonials (77%) are the top reason for choosing Reddit, but
- Buyers are looking for other information on Reddit as well: 45% are looking for pricing, 42% for capabilities, and 36% for compatibility or integrations.
“B2B marketing has never been more challenging. Buyers are skeptical, channels are fragmented, and it is harder than ever to know if your message is reaching the right people,” said Evan Wolf, head of mid-market, North America at Reddit. “On Reddit, decision-makers are already comparing notes, pressure-testing vendors and sharing real-world advice they trust, giving brands a way to reach high-intent audiences they might not find through traditional campaigns alone.”
For the full findings, click here to download the full report.
