The COVID-19 pandemic has transformed B2B buying behaviour

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 23, 2022, 2:42 AM GMT+0

A recent poll of 150 B2B buyers and 150 B2B in-house marketers revealed that clients are taking more control of the buying process.

COVID-19 has transformed the buying process, as B2B buyers today are doing more research and exercising more control. 52% of B2B buyers stated they would never return to their pre-pandemic purchasing habits, according to the report.

63% of B2B marketers agree that consumer behaviour has changed irreversibly. Before approaching vendors, 66% of B2B buyers are "self-serving" more information. Of those polled, 53% of B2B buyers prefer buying without having to talk to a salesperson at all.

B2B buyers (25%) want to get all of the information they need online, before contacting a salesperson. Only 9% of B2B marketers claim that their company provides all the information online.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

Read the original article

[1 minute read]

Explore more data & articles