B2B Decision Makers - Buying Behaviors
Millennials are Digital Natives are ascending to leadership roles driving systemic changes
in B2B Buying.
1
They are more proactive and collaborative in the decision - making process,
informed and impacted by customer journey's outside of work.
1
58%
40%
50%
46%
Nearly 3 in 5
are researching products/services before
making purchasing decisions.
1
1 in 2
expect high - quality engaging content and are
increasingly interested in personalization
1
Nearly half
are accessing content on mobile devices
1
2 in 5
question their decision on completed purchases,
2 - 3
while
more than 75%
of B2B revenue comes from existing customers.
4
This means
30% of revenue is at risk.
1. Winterberry Group, " The Outlook for B2B Marketing: A Market in Transformation Whitepaper ."
2. CEB Research " The New Sales Imperative ," Harvard Business Review, Mar - April 2017
3. TrustRadius" 2023 B2B Buying Disconnect Report ." Mar.2023.
4.. Forrester. " Fuel Growth Through Customer Centered Alignment ." Sept 24 2023.
