B2B Buyer Journey
-
25+ B2B Tech Buyer Stats Marketers Need to Know in 2025
Calling all B2B tech marketers! Here are the top technology buyer stats and trends you need to know to align with today’s buyers. The B2B buying landscape is constantly evolving. Buying cycles are getting longer and more complex, decision-making teams are expanding, and tech buyers are changing the way they research and purchase new solutions.…
-
2024 IT Tech Buyer Trends: 3 Key Insights for Marketers from Our Latest Report
IT priorities are changing. But what does that mean for your marketing strategy? In June 2024, we surveyed 1,100+ IT and cybersecurity professionals across our community who are actively involved in new software and technology purchase decisions at businesses around the world. We also analyzed the most recent website traffic and audience engagement patterns across…
-
The Evolving B2B Buyer’s Journey: Can Marketers Keep Up?
In the world of B2B marketing, aligning your strategies with your buyer’s preferences for learning about new topics and evaluating new solutions (i.e. the “buyer’s journey”) has always been important. If they start their research with a Google search, your SEO strategy is critical. If they rely on peer reviews, you better have a strong…
-
In 5 Charts: What B2B Buyers Want from the Purchase Process
Of the many changes to hit the B2B sector in the past 20 years, none has had the impact of buyers taking control over the process. Today’s buyers are free to seek out information about vendors and products from any number of sources of information. In the past, vendors held all of the information and…
-
In Three Charts: Where B2B Buyers Research Vendors and Products
If you’re a business technology buyer, there are a lot of choices available to you. There are thousands of vendors and products to explore, regardless of the type of tool you need. You even have a choice around how you engage with brands: via their website or social media, form fills and chatbots, or attending…
-
One B2B Tech Trend to Watch in 2024: Secure Connectivity
When it comes to tech trends for this year and into 2024, generative AI is clearly creating more buzz than any other technology trend. It’s been the darling of investors, executives, and the media, who can’t pass up a good story about students cheating on assignments and machine-generated inflated resumes. Despite a mid-year (and inevitable)…
-
How Your Brand Helps Turn B2B Prospects into Buyers
The B2B technology buying process is full of complexity and risk for B2B buyers. There are often dozens of software applications and technology tools available to meet the business needs of buyers. For B2B marketers, for example, there are more than 11,000 martech applications available on the market, offering everything from data enrichment to marketing…
-
How B2B Marketers Can Accelerate the Buyers’ Journey
How many times, B2B marketers, have you sat on a pipeline call reviewing open opportunities and heard someone comment on how long an opp has been open and what can be done to move it along? Quite a few times, no doubt. Outreach from the sales rep, an open opportunity nurture sequence, and even executive…
-
Using Self-Service to Enable Buyers
We know that buyers are taking more control over their buying journey, and part of that control is opting for self-service when available. Self-service is already a common option for customer support teams, but sales departments have been, understandably, hesitant to jump on the bandwagon. But here’s the thing: customer service departments that enable self-service…
-
How to Prioritize Customer Experience in the Buying Journey
The B2B software buying experience is complex, and as the market becomes more crowded, that complexity only increases. This is problematic for both vendors and buyers. Buyers don’t know which vendor is the best fit for their needs, and vendors are having trouble getting in front of their ideal customers. As buyers look for ways…
-
Addressing Diversity in the Buying Committee
As businesses become more dependent on technology and the tech is interconnected, more people are necessarily involved in the decisions. Buying committees now include an average of 11 people, with large enterprises often including more. Gaining consensus is one of the most challenging parts of the buying process now, and vendors need to find a…
-
How to Reduce Complexity in the B2B Buying Journey
Buyers looking at project management systems have over 300 vendors to choose from, and many software categories include even more options. It’s no wonder that 77% of B2B buyers told Gartner their last purchase was complex or difficult. It’s overwhelming, to say the least. Complexity is not the only problem facing buyers. B2B purchases are…
-
How to Build a Content Strategy Across Your Buyers’ Journey
How well do you understand the content you have and the gaps that exist in your content strategy? Creating content at scale requires a level of visibility that many editorial organizations struggle to achieve and which many B2B marketing organizations can’t even imagine. Jeff Coyle is the co-founder and Chief Strategy Officer at MarketMuse, which…
-
How to Succeed in the Age of the Anonymous Buyer
We’ve all heard that today’s B2B buyers are doing as much as 70 percent or more of their research and buying journey on digital channels. But even in the era of online research, buyer behavior has shifted in significant ways. As buyers resist filling out forms and surrendering email addresses, vendors have a difficult time…
-
How to Improve the B2B and B2C Journey in a Digital World
In this episode of B2B Nation we talk with Ajit Sivadasan, who leads online sales for Lenovo across B2B and B2C in 35 countries. Ajit’s role allows him to bring a unique perspective on the convergence of B2B and B2C buyers. As Ajit tells us, the old way of segmenting and identifying customers into B2C…