In the first few years we conducted our B2B Buyer’s Survey, a lot of the focus was around how an increasing amount of the decision-making process took place before a buyer ever engaged with a sales representative.
The stakes are increasingly high for decision makers involved in business-to-business purchases of solutions and services. As the long-term implications of investments, implementations and integrations are evaluated and scrutinized, organizations are increasingly extending the number of stakeholders involved, taking more time to assess risks/rewards and utilizing access to peer insights before moving forward with a purchase.
According to the preliminary findings of Demand Gen Report’s 7th Annual B2B Buyer Survey, respondents cited risk aversion, the critical element of timing, and increasing reliance on peer reviews as crucial influences in the buying journey.
B2B buyers are using a wider variety of sources to research their purchases, and social media continues to play a more important role in the purchasing process, according to the 2012 Demand Gen Report B2B Buyer Survey.
The survey, which included more than 170 responses, was designed to gauge the latest trends in how, when and why B2B buyers engage with sellers, move through the marketing process and consume B2B-focused content. This year's study also included a number of questions designed to weigh the impact of social media on the B2B buying process.