2021 B2B Buying Disconnect

B2B Buying Disconnect

Forecasting Radical Changes in Buyer Behavior

Key findings from this report

  • 45% of buyers use reviews during their purchase process. Less than half that number (21%) use analyst rankings and reports.

  • 60% of all B2B tech buyers are millennials (age 25 – 39), and 2% are from Generation Z (24 and younger).

  • 87% of buyers want to self-serve part or all of their buying journey. 57% of buyers already make purchase decisions without ever talking with a vendor representative. 

  • Gen Z and Millennial buyers are 2X more likely than older generations to discover a product by searching online. 

Download the full report to understand how you can bridge the trust gap.