B2B Buyers are frustrated. In a Gartner survey from 2019, respondents were asked what caused frustration in the buying process. I suspect it's got worse since 2019, not better. The top 5 responses are revealing. • Difficulty finding specific information, 50.5% • Getting pushed to buy when just learning, 48.9% • Too much follow-up outreach, 41.5% • Hard to compare products side-by-side, 40.1% • Forced to register before seeing if the information is relevant, 39% 1 & 4 are symptoms of just too much information out there. It's confusing and opaque for buyers. Vendors could help improve this with a little more thought and transparency. 2, 3 and 5 are problematic as they demonstrate vendors' lack of understanding about the how B2B buyers actually make purchasing decisions in today's world. It's not 2012 anymore. The power has shifted from the seller to the buyer. But marketing and sales 'habits' haven't always shifted accordingly. Hence the frustration. And when buyers get frustrated you're in danger of losing them and any deals. Forever. Agree or not? 👇 What are you doing in your organisation to challenge the status quo? 👇 ps In the comments, you'll find a link to the blog on this topic from Gartner's Hank Barnes if you want to dive deeper. #b2bmarketing #gartner
B2B buyers sources of frustration
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