Wednesday Wisdom: How B2B Buyers Navigate Hundreds of Interactions to Choose the Right Vendor (New!)

Hi all,

On Monday, we discussed the top reasons B2B buyers select a winning vendor. Across industries, solution types, and more price, product/solution features, and ease of implementation consistently ranked in buyers' top five reasons. However, other factors like vendor reputation and thought leadership weren’t far behind. The reality? Most buyers consider all the reasons we asked about to be important in some capacity. While it may not be the most straightforward answer, that’s what buyers report—they weigh everything.

We dive deeper into this topic in our report, How B2B Buyers Navigate Hundreds of Interactions to Choose the Right Vendor. Beyond what buyers value in a vendor, the report explores how they gather information during their journey. Presented with a list of 20 types of activities—like in-person and virtual meetings with vendors, consulting with analysts, filling out forms, and reading industry publications—buyers reported engaging in most activities available to them. Again, it's not the most satisfying answer, but it's important to know. The report highlights the percentage of buyers engaging in each activity, what tends to fall at the top of buyers usage and rating and what tends to fall toward the bottom, and how it differs (or doesn't) across things like industry, price points, etc.

You can access the report via the link below—and as always, our research is free and never gated. We’d love to hear your thoughts or answer any questions in the comments!

@Kerry