INCREASED RELEVANCE, INSIGHTS A MUST FOR RISK MITIGATION A myriad of factors, from smaller budgets to company growth and changes in leadership, have all resulted in increased pressure on buyers to select a solution that will deliver in a timely fashion. One respondent commented that their company’s B2B purchase cycle has changed: “As the company grows and our goals become 89% loftier, each purchase carries more weight, more risk and costs more.” stated that winning Companies are using more resources and analyzing more data to measure ROI: vendors “provided • 32% of respondents strongly agreed (and 77% agreed overall) that they content that made it conduct a more detailed ROI analysis before making a final decision— easier to show ROI marking an 11% increase from 2016; and/or build a business • 78% of buyers agreed that they “spend more time researching purchases;” and case for the purchase.” • 75% agreed that they “use more sources to research and evaluate purchases.” This year’s survey also showed buyers are increasingly expecting and demanding timely and relevant responses from vendors they are assessing. When asked why buyers selected the winning vendor over others, 75% of buyers said the winning vendor’s content had a significant impact on their buying decisions. Also, 89% of respondents stated that winning vendors “provided content that made it easier to show ROI and/or build a business case for the purchase.” Please rate the following statements as they relate to the winning vendor versus other vendors you considered: The timeliness of a vendor’s response to inquiries 72% Demonstrated a stronger knowledge of the solution area and the business landscape 70% Provided content that made it easier to show ROI and/or build a business case for the purchase 60% Sales team had more insights about our company and needs 59% Demonstrated a stronger knowledge of our company and its needs 57% 2017 B2B Buyer’s Survey Report • 3