2022 B2B Buyer Behavior Survey: Orgs Must Remain Agile As Buyers Conduct Self-Service, Anonymous Journeys

The days of marketing and sales controlling the buyer’s journey are long gone — but that’s something of an open secret in the B2B industry. In the era of self-service and anonymous buying journeys that rely on peer recommendations and social media insights, marketers must stay on their toes to increase their brand’s agility and relevance of responses. A critical component of this modern buyer’s journey is the continued rise of buying groups and committees, which include several members across all departments in a business. Respondents to Demand Gen Report’s “2022 B2B Buyer Behavior Survey” indicated that the average buying group consists of:

  • One to three members (41%);
  • Four to six members (36%);
  • Ten or more (14%); and
  • Seven to nine (10%).

As we examine the results of the “2022 B2B Buyer Behavior Survey,” we’ll spotlight the key trends and buyer behaviors that are influencing purchasing decisions including:

  • Buyers’ evolving preferences for peer reviews, in the forms of both recommendations and review websites;
  • How organizations can strike the balance between meeting buyers’ self-service preferences while still utilizing sales outreach;
  • The continual expansion of the buyer’s journey and how marketers can adapt to it; and
  • How to meet buyers’ desires for anonymization while still providing them with relevant outreach.


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