Reduce the complexities of B2B buying processes.
Customers need help and guidance in overcoming their buying challenges.
Develop a more consumer- like experience for tech buying customers.
B2B reviews continue to hold a strong influence over buying decisions:
B2B buyers consistently use these top 5 information sources to help them make purchasing decisions:
- Free trials/accounts
- Product demos
- User reviews
- Vendor/product websites
- Vendor reps
B2B software reviews heavily influence buyers.
of buyers use reviews during their purchase process.
of buyers use reviews during their purchase process.
B2B buyers who use reviews share them with at least one other person.
2 out of 5 buyers share B2B tech reviews with four or more other buying committee members.
The pandemic has shifted the way people purchase software:
of buyers spend more time researching products before making a purchase.
of buyers spent time doing extra research because of data security concerns
When the budget increases, so does the buying team:
of B2B buyers say they require a business case for all technology solutions.
The average tech purchase involves between 14-23 people
of whom are in senior operations or product roles.
Organizations are continuously increasing their budget for tech investments, but most struggle to do so effectively. They have difficulty dealing with competing priorities, managing complexity, and building teams.
of B2B tech buyers found the buying process complex
reported achieving a high-quality deal
The younger generation are taking the lead in buying tech:
of all B2B tech buyers are millennials
(age 25 – 39).
of all B2B tech buyers are Gen X.
of all B2B tech buyers are Gen Z
(24 and younger).
Gen Z and Millennial buyers are also more likely than older generations to research about a product or service online.
AI Across the B2B Buyer Journey
- Awareness & Outreach: AI personalizes campaigns and content, targeting accounts with messages that match buyer intent.
- Evaluation & Sales: AI surfaces insights from research and conversations, helping sales teams respond faster and with more precision.
- Customer Success: AI flags churn risks, suggests upsell opportunities, and powers self-service resources.
Takeaway: AI isn’t merely a chatbot on your website. It’s becoming embedded in every interaction between companies and buyers, making go-to-market efforts faster, more informed, and more scalable.
The challenges that B2B companies face when buying tech shows there are opportunities for technology service providers to create a better experience.
Let’s reiterate the takeaways here:
Reduce the complexities of B2B buying processes.
Offer transparent pricing pages, pre-approved vendor status packs, or quick-start bundles that cut down procurement back-and-forth.
Customers need help in overcoming their buying challenges.
Build interactive ROI calculators, guided assessments, or comparison tools that help buyers justify decisions internally.