EXECUTIVE SUMMARY The stakes are high for decision makers involved in B2B purchases of solutions and services. While companies are still highly motivated to find new tools to lower costs, increase efficiency or drive higher ROI, they are also personally vested in selecting vendors who help best manage risks around factors such as deployment 59% time, integration and any other factors that may impair business performance or say they now have delay time to value. According to the findings of Demand Gen Report’s 7th Annual B2B Buyer’s Survey, a formal buying groups growing focus on risk mitigation is increasing the number of stakeholders involved in or buying committees buying decisions, as well as adding length and complexity to buying journeys. in place to review A few of the highlights from the 2017 survey—which polled 283 C-level executives, purchases. VPs and Directors across various B2B industries—include: • 59% of respondents say they now have formal buying groups or buying committees in place to review purchases; • 52% say the number of buying group members increased significantly; and • 86% say purchase decisions are often accelerated or put on hold based on changing business needs/priorities. While B2B buying has always been noted as a “considered” purchase, the emphasis on consideration continues to climb as survey participants provided direct commentary on how added attention to risk mitigation is adding checkpoints and new criteria at different stages of the buying cycle. One director pointed out that the research and vendor analysis stages now involve different team members with different points of view. “When we are looking into implementing a new system, we need to involve those who will be in it to ensure it is easy to use and will actually deliver on what we need. Some of us are involved in doing the research portion and coming up with a consideration set, so different people are involved in different phases of the purchase journey.” One CEO added that team member recommendations are having a strong influence before getting his stamp of approval. “We plan investments as part of the budget cycle (including justification as needed) and then the buying happens with the right stakeholders doing research and me making the final decision based primarily on their input.” The following report provides a deep dive into how risk mitigation and added complexity across the buying journey is changing behavior and influencing the decision-making process, with specific analysis of increasing relevancy, prioritizing personalization early in the buying journey, and how buying insights fuel better sales conversations. 2017 B2B Buyer’s Survey Report • 2