News: durhamlane and Cyance launch new report

B2B Marketing 29 Sep 2021 10:44

Study shows that B2B buyers are overwhelmed with more sales and marketing material than prior to the pandemic, but will engage with vendors showing the right behaviour.

This is according to new research from business development specialists, durhamlane and Cyance, a provider of global, third-party intent data, who have partnered on a new report launched this week. The B2B Buyer Insights Report 2021 explores changing attitudes and behaviours amongst B2B buyers and what these new trends mean for B2B marketers moving forward. Some of the findings from the report include:

  • 60% of B2B buyers are putting purchasing decisions on hold due to shifting business priorities and budget restrictions.
  • 74% believe marketers contact them too often and 64% think they do not approach them with the right information at the right time. 
  • However, 80% engage with vendors when they are ready to buy, and 88% will consider a vendor if they have a positive impression before beginning their research.
  • Changing B2B buying behaviours and key learnings for marketers.

These findings show that even when the decision making unit is in an active buying journey, they're overwhelmed with information that lacks context, relevance and timing. 74% believe marketers contact them too often and 64% think that they do not approach at the right time. 

This indicates that there is a big opportunity for B2B sales and marketers who have the ability to execute timely outreach with relevant, useful information that outlines how prospective buyers can overcome their challenges. 

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