B2B buyers' attitudes are shifting. The vast majority prefer to do independent research to either validate what sales reps are telling them or, to completely bypass interacting with the sales rep altogether. According to an Accenture study, 94% of B2B buyers conduct online research at some point in the buying process. And these buyers also rely on peer information to influence the buying decision. Influitive data asserts that word-of-mouth recommendations from peers influence over 90% of all B2B buying decisions. According to Forrester, 59% of buyers prefer to do research online instead of interacting with a sales rep.