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2017 B2B Buyers Survey Report

Risk-Averse Buyers Expect Consistent, Personalized Experiences Throughout Complex Journey

According to the findings of Demand Gen Report's 7th Annual B2B Buyer's Survey, respondents cited risk aversion, the critical element of timing and an increasing reliance on peer reviews as critical influences in the buying journey.

The 2017 survey—which polled 283 B2B C-level executives, VPs and Directors across various B2B industries—found continued increases in complexity and timelines for B2B purchases.

Check out the latest findings from our annual B2B Buyer's Survey Report to learn how risk aversion, consistent personalization and the power of peer reviews are impacting purchase decisions. Other findings include:

  • 66% of respondents said it's "very important" that websites "speak directly to the needs of their industry and expertise."
  • 75% agreed that "relevant content that speaks directly to our company" was a crucial aspect of the vendor's website.
  • 92% of buyers stressed the growing importance of sales teams that had insights about personalized company needs.
  • 32% agreed they not only noticed targeted ads, but that they positively impacted their view of potential vendors.

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