QUICK AND EASY Not only do buyers want products that help both the bottom Speed is also a major factor during the research process. line and specific company problems, they also want ones About 91% of B2B buyers said that easy access to content that can do it quickly. Nearly all buyers (99%) considered without long registration forms was important, while 94% “deployment time/ease of use” as a crucial variable when said they preferred vendors that “provided informational rating a solutions provider, with 80% of those buyers citing it content that was easy to consume.” as “very important.” The “timeliness of a vendor’s response to inquiries” was an Eighty-six percent of respondents agreed that “purchase aspect of the purchasing process that 97% of respondents decisions are often accelerated or put on hold based on cited as important. When asked about how vendors could changing business needs/priorities,” meaning solution improve, several respondents cited the speed of company providers must be able to provide easy-to-use products that response times. One buyer’s comment stated, “Faster adapt to the constantly evolving B2B marketing sphere. One responses when it came to pricing and not needing to ‘check respondent added that companies have a “need for easily with finance.’ Empower your sales reps!” integrated technologies.” How has the length of your B2B purchase cycle changed, on average, compared with a year ago? 41% 32% 17% 9% 1% Increased Increased Stayed the same Decreased Decreased significantly somewhat somewhat significantly 2017 B2B Buyer’s Survey Report • 12