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.
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