Key characteristics of today's B2B buyers:
Posted: Sat Feb 22, 2025 9:29 am
More informed : 74% of B2B buyers conduct at least half of their research online before making an offline purchase. Today’s B2B customers have access to more information and are leveraging this to their advantage in negotiations;
More influenceable : B2B buyers are increasingly making decisions based on recommendations from peers and industry contacts – making social proof essential for any business looking to increase sales. As B2B buyers increasingly connect with their networks and peers, it’s easy to see why word-of-mouth now drives many purchasing decisions;
In greater numbers : The number of purchase decision makers has increased from 5.4 to 6.8 in the past two years . As the number of stakeholders in the buying process increases, more B2B buyers are avoiding risk in their transactions.
More focused on personalization : 75% of B2B buyers say it’s essential to see content that directly addresses their needs from a company. B2B leads want personalized recommendations at every touchpoint, across channels, devices, and stages in the buying cycle.
How B2B Buyers Are Finding New Suppliers
Online sources : Over 80% of B2B buyers are using more digital channels to research products and services;
Social media : 54% rely on social media to research suppliers or bahamas mobile database solutions – with LinkedIn considered the most important;
Supplier websites : 46% cited supplier websites as an important resource in their decision-making process. This is where they learn about the products and solutions offered by your company.
How to structure your new B2B purchasing process?
As you can see, the B2B buying process has changed – and it’s set to continue to evolve. The companies that thrive in today’s changing landscape aren’t necessarily those with the biggest budgets and resources, but those that can adapt quickly.
Here’s how to adjust your funnel to meet the demands of today’s B2B buyers:
1) Simplify access to information
Make it easy to find relevant information. Your company website should be a resource for information that helps leads make a purchasing decision. So, offer case studies, industry-related white papers, relevant articles, best practice guides, and more.
2) Encourage social proof
Showcase your expertise by participating in social media and online forums, invite customers and partners to tell why they chose your products and services and why they helped solve their pain points .
More influenceable : B2B buyers are increasingly making decisions based on recommendations from peers and industry contacts – making social proof essential for any business looking to increase sales. As B2B buyers increasingly connect with their networks and peers, it’s easy to see why word-of-mouth now drives many purchasing decisions;
In greater numbers : The number of purchase decision makers has increased from 5.4 to 6.8 in the past two years . As the number of stakeholders in the buying process increases, more B2B buyers are avoiding risk in their transactions.
More focused on personalization : 75% of B2B buyers say it’s essential to see content that directly addresses their needs from a company. B2B leads want personalized recommendations at every touchpoint, across channels, devices, and stages in the buying cycle.
How B2B Buyers Are Finding New Suppliers
Online sources : Over 80% of B2B buyers are using more digital channels to research products and services;
Social media : 54% rely on social media to research suppliers or bahamas mobile database solutions – with LinkedIn considered the most important;
Supplier websites : 46% cited supplier websites as an important resource in their decision-making process. This is where they learn about the products and solutions offered by your company.
How to structure your new B2B purchasing process?
As you can see, the B2B buying process has changed – and it’s set to continue to evolve. The companies that thrive in today’s changing landscape aren’t necessarily those with the biggest budgets and resources, but those that can adapt quickly.
Here’s how to adjust your funnel to meet the demands of today’s B2B buyers:
1) Simplify access to information
Make it easy to find relevant information. Your company website should be a resource for information that helps leads make a purchasing decision. So, offer case studies, industry-related white papers, relevant articles, best practice guides, and more.
2) Encourage social proof
Showcase your expertise by participating in social media and online forums, invite customers and partners to tell why they chose your products and services and why they helped solve their pain points .