Written by: Vickie Sullivan | June 23, 2026
B2B Buyer Trust Is Built Before They Call
Given that buyers do so much research before contacting us, it’s good to know which sources they trust most. This MarketingProfs article drills down on that question and offers valuable insights into B2B buyer trust.
No surprises on the top pick: peer recommendations rank first at a whopping 76%. But check out the bottom of the list: social media comes in at a mere 36%. This right here is why social media doesn’t create opportunities; it keeps you on the radar.
The most profitable channel is search engines, beating out peer recommendations at 57% and 52%, respectively.
What this means to you is two-fold:
• Reputation building is a must. Buyers’ peers must know you and trust you.
• AI’s role in search changes everything. Just because you were visible before doesn’t mean you are now.
Trust is a big deal with buyers nowadays. Building credibility with the people they trust is a long-term effort where the benefits remain invisible until they are not. Let’s make sure we stand out in all the right places.
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