While the sales cycle is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago.
That was just one finding in Demand Gen Report’s 2014 B2B Buyer Behavior Survey. A total of 150 B2B buyers were involved in a major purchase during the past 12 months, revealing some significant trends that impact the purchasing process, including:
- The number of respondents who said they were satisfied with their last purchasing experience surged by 57% over 2012 totals;
- As many as 40% of respondents said they waited longer than last year to initiate contact with B2B vendors;
- As many as 34% of respondents said the number of team members involved in the B2B purchase process increased over the past year;
- More than two thirds (68%) of respondents agreed that the number of sources used to research and evaluate purchase has increased over the past year.