Understanding the State of the B2B Buyer
Commissioned to better navigate complexity, integration, and trust in the modern buying journey
The B2B buyer has fundamentally changed. What once was a relatively linear process – where a single decisionmaker evaluated a handful of vendors – has evolved into a far more complex journey. Today’s buyers face an abundance of choices, information sources, and voices, often leading to decision fatigue rather than clarity.
This report dives into 6 key market challenges and tips on how to overcome each:
- Information overload and decision paralysis
- Growing complexity of buying groups
- Shifts in buyer attention and channels
- Personalization at scale
- Integration demands
- Rising expectations of vendors as trusted advisors
Key Findings:
72%
of B2B purchases involve multi-stakeholder complex buying groups.
89%
of buyers prioritize integration capabilities over standalone features.
83%
of organizations say economic and budget pressures directly shape vendor choices.
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