2017B2B买家调查报告（英文版）_15页

B2B Buyer Survey Summary: Risk-Averse Buyers and the Complex Purchase Journey

Core Content

The 7th Annual B2B Buyer's Survey conducted by Demand Gen Report highlights a significant shift in B2B purchasing behavior, driven by increased risk aversion and the need for personalized, timely experiences. The survey included responses from 283 C-level executives, VPs, and Directors across various B2B industries, providing insights into how companies are navigating the complexities of the buying journey.

Main Findings

Formal Buying Groups and Committees

• 59% of respondents now have formal buying groups or committees to review purchases.
• 52% indicated that the number of buying group members has increased significantly.
• 86% stated that purchase decisions are often accelerated or delayed based on changing business needs and priorities.

Increased Relevance and Insight Requirements

• Buyers are conducting more detailed ROI analyses (32% strongly agreed, 77% overall).
• 78% of buyers spend more time researching purchases.
• 75% use more sources to research and evaluate options.
• 75% of buyers said the winning vendor's content had a significant impact on their decision.
• 89% of respondents valued vendors that provided content to build a business case or show ROI.

Importance of Timely Vendor Responses

• 72% of respondents said the timeliness of vendor responses was important.
• 60% said vendor content made it easier to show ROI.
• 59% valued sales teams with insights into their company's needs.
• 57% appreciated vendors that demonstrated knowledge of their company and its needs.

Digital Touchpoints and Web Experience

• 61% began their buying journey with a general web search.
• 56% started directly on vendor websites.
• 71% of buyers conducted anonymous research during the first three months.
• 75% valued relevant content that spoke directly to their company.
• 66% appreciated websites that addressed their specific industry.
• 93% valued vendors with industry-specific experience.

Role of Online Ads

• 63% of respondents noticed ads from the solution provider they selected.
• 32% agreed that the ads positively impacted their perception of the vendor.
• 31% noticed the ads but did not change their perception.
• 5% increase in the number of respondents citing digital ads and social media ads as information sources.

Peer Influence and Reviews

• 67% of B2B buyers rely more on peer recommendations.
• 42% listed peers and colleagues as their top source of information.
• 67% said peer reviews were a very important consideration.
• 63% valued vendors with demonstrated experience in their industry.
• 81% rated features/functionality and solving a pain point as very important.

Sales Team Insights and Personalization

• 92% of buyers felt their sales rep was educated about their company and needs.
• 85% said the sales rep's experience influenced their decision.
• 94% sought sales teams with insights into company problems.
• 92% stressed the importance of sales teams understanding personalized company needs.

Speed and Ease of Use

• 99% considered deployment time/ease of use as crucial.
• 80% rated deployment time/ease of use as very important.
• 91% valued easy access to content without lengthy registration.
• 94% preferred vendors that provided easy-to-consume informational content.

Purchase Cycle Complexity

• The buying journey is longer and more complex due to increased stakeholder involvement.
• 53% of respondents were involved in software purchases.
• Company sizes ranged from under $25 million in revenue to over $1 billion.
• 58% were primary decision-makers, and 31% were influencers or recommenders.

Key Takeaways

• Risk mitigation is a central driver in B2B purchasing decisions, leading to more stakeholders, longer timelines, and more rigorous evaluation criteria.
• Personalization and relevance are critical at every stage of the buying journey, especially during the early research phase.
• Digital channels play a pivotal role in forming initial impressions, with websites and online ads being key touchpoints.
• Peer reviews and recommendations are becoming increasingly influential, with a growing number of buyers relying on them for decision-making.
• Sales teams must demonstrate deep knowledge of the buyer's company and provide insights that align with specific needs.
• Speed and ease of use are now as important as pricing, with deployment time and integration capabilities being highly valued.

Vendor Adaptation and Recommendations

• Vendors must adapt to the evolving expectations of B2B buyers by providing timely, relevant, and personalized experiences.
• Website personalization and AI-driven content recommendations are essential for creating a compelling first impression.
• Competitive analysis and data should be emphasized to support the case for a solution.
• Post-purchase support and project planning are also important for buyers looking for guidance during integration.

Conclusion

The B2B buying journey is becoming more complex, with a greater emphasis on risk management, personalization, and peer validation. Vendors that can provide timely, relevant, and tailored content, along with insightful and responsive sales teams, are more likely to succeed in capturing the attention and trust of B2B buyers. As the survey indicates, digital experiences are at the forefront of this transformation, making website optimization and account-based marketing critical for engagement and conversion.