CONCLUSION Throughout the seven years that Demand Gen Report has conducted the B2B Buyer’s Survey, respondents have consistently valued factors such as ROI, Buyers want fast and personalization, timely service and peer reviews in the purchasing process. This year, however, those factors ranked as especially crucial for B2B buyers. easy service, both in The buying process continues to get longer and more complex, particularly as terms of research and the number of people who participate has increased. Nonetheless, many vendors product integration. have successfully adapted to a constantly changing market and work to satisfy the needs of B2B buyers. Respondents elaborated that longer timelines are often being driven by changes in the approval process. “The length is longer these days since everything needs to be approved by our CFO and sometimes that’s where things get held up longer.” While high-growth companies are an appealing target audience for many B2B solution providers, the research underscored the reality that high-growth companies are usually expanding their teams and often have limited bandwidth — adding layers of complexity to getting deals signed and solutions implemented. “Our team has more than tripled in the past year, so we have a lot more decision- makers at the table,” one respondent said. Another added: “As the company grows and our goals become loftier, each purchase carries more weight, more risk and also costs more.” In today’s marketplace, risk aversion is key to buyers that often have greater stakes, smaller budgets and condensed timelines to support business initiatives. Therefore, B2B buyers increasingly value the insights of their peers and expect vendors to understand the specific needs of their company, while keeping in mind the wider business landscape. When it comes to purchasing new technologies, buyers want fast and easy service, both in terms of research and product integration.