What B2B buyers really want
Our comprehensive report delves into the changing landscape of B2B marketing and purchasing behaviours, offering important insights for brands seeking to thrive. Key takeaways reveal a shift towards prioritising the overall purchasing experience over competitive pricing, and an emphasis on enhancing brand awareness, creativity, and authenticity.
By leveraging these insights and adopting a customer-centric approach, B2B brands can develop trust, enhance brand awareness, and attract and retain more buyers.
The survey was conducted through ImpactSense, and involved over 400 UK-based B2B buyers of HR, Finance, Marketing, and IT software. Respondents work for companies with 250 or more employees. The survey took place in February 2024.
