G2 at 2025 Value Creation Summit

When it’s decision time, which sources do buyers trust most?

Top trusted sources - N. America

EMEA

APAC

GenAI Chatbots

17.2%

15.8%

19.2%

13.4%

Software Review Sites

13.1%

12.4%

Peers/Colleagues

13%

12.4%

11.9%

12.6%

Vendor Sites

11.4%

13%

Market Research Firms

12.6%

9.7%

11.6%

Vendor Salesperson

9.3%

11.7%

8.7%

Independent Forums

8.4%

8.1%

8.3%

Industry Influencers

7.9%

9.7%

7.6%

Int. Supplier Portal

5.5%

8.1%

6.1%

2025 Buyer Behavior Report

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