Bush: 97% of B2B software buyers want to try before buying
Wes Bush · The secrets to mastering product-led growth. | Wes Bush, Author of the #1 Bestselling Book on Pro... · PMF Show · Mar 27, 2025 · at 7:03
Wes Bush, author on Product-Led Growth, cites his research findings on software buyer preferences between self-serve trials and sales interactions.
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“When I wrote the product by playback, I did a ton of research to see like, okay, 97% people want to try before they buy versus three percent just want to talk to sales.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
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