State of B2B Buyer Report

Understanding the State of the B2B Buyer

Commissioned to better navigate complexity, integration, and trust in the modern buying journey

The B2B buyer has fundamentally changed. What once was a relatively linear process – where a single decisionmaker evaluated a handful of vendors – has evolved into a far more complex journey. Today’s buyers face an abundance of choices, information sources, and voices, often leading to decision fatigue rather than clarity.

This report dives into 6 key market challenges and tips on how to overcome each:

• Information overload and decision paralysis
• Growing complexity of buying groups
• Shifts in buyer attention and channels
• Personalization at scale
• Integration demands
• Rising expectations of vendors as trusted advisors

Key findings:

• 72% of B2B purchases involve multi-stakeholder complex buying groups.
• 89% of buyers prioritize integration capabilities over standalone features.
• 83% of organizations say economic and budget pressures directly shape vendor choices.