Marketers say they would prefer to search for B2B tech vendors in an online dating-style format.
This is according to a new study by ON24 which found that 82% of marketers would want to evaluate tech vendors as if they were dating matches.
The study, conducted by Hanover Research, looks at how the prevalence of online dating has changed the way people think about the searching and filtering of services & people.
Almost half of marketing professionals directly attributed this willingness to search for tech vendors in an online dating-style to their increased exposure to dating sites and this type of communication.
Eight in 10 of the marketers surveyed said they had used an online dating platform.
Hanover also found that 69% of marketers said they would prefer to initiate conversation online before meeting a person, just as they would on online dating platforms.
Speaking about the results, ON24 CMO Joe Hyland said: “At ON24, we’re always looking to provide a data-driven approach for customers, especially with the latest trends, statistics, and insights on what influences purchasing decisions.
“This latest report shows how consumer habits continue to permeate business-to-business interactions, and illustrates why and how marketers should look to leverage these trends as they market and engage with their audiences.”
“It can be easy to overlook the fact that all of us are consumers, and our consumer perspective impacts all interactions we have. We’re committed to helping our customers reach their potential through these latest insights.”
Last month, Goldman Sachs announced a $25m investment in ON24, after the company revealed a 70% year-over-year revenue growth in 2015.
Read more about the study here.