Wednesday Wisdom: B2B Buyers Are Even Less of a Blank Slate Than We Thought

saraboostani

Hi all,

If you’ve been following along in #ResearchRoad, you’ll know we just released our third year of B2B Buyer Experience Research. We surveyed more recent B2B buyers than ever, asked more questions than ever, and uncovered more findings than we’ve even finished writing about.

That said, there’s already a lot to dig into. In addition to the main global report, we produced seven deep-dive papers that build on topics introduced there.

Today, I’d love to highlight one of my favorites: B2B Buyers Are Even Less of a Blank Slate Than We Thought. Last year, we started measuring how familiar buyers already are with their category before they officially enter a buying journey. We expanded on that portion of the research this year, and its clearer than ever just how much experience buyers bring with them. This deep dive unpacks that familiarity and the disconnect it creates when content and selling strategies assume otherwise.

Enjoy :)

@Kerry