Revenue Marketing Experts Discuss Our Latest Research into the Modern B2B Buying Process

Insights from the B2B Agency and Market Leaders

The B2B Tech Buying Behavior 2024 Report provides deep data from over 800 marketers. We also engaged leaders in B2B revenue to provide their reactions and perspectives about the newest information revealed in our research. Their thought leadership adds actionable insights for businesses as they apply these findings to their own marketing strategies.

“This insightful research highlights the increasingly complex nature of B2B decision-making within tech and the importance of implementing a strategy that truly supports buying units throughout the lengthy decision process.”

- Ross Howard, Product Marketing Director

Purchasing decisions are even more complex in today’s B2B technology landscape. Understanding the evolving intricacies is crucial to tailoring marketing and sales strategies effectively to engage and convert potential customers. Our B2B Tech Buying Behavior 2024 Report delves deep into the entire buying journey to shed light on current trends and key factors influencing businesses. These comprehensive learnings draw on 120+ data points from 800+ B2B marketers across the United States and European/Middle Eastern/African regions, spanning various industries. This research provides valuable information and practical guidance to refine your marketing strategies, particularly in demand generation. From exploring triggers for technology research to content consumptions and budget considerations, we decode the behaviors and preferences that guide technology purchases today.

E X E C U T I V E S U M M A R Y

Inbox Insight conducted research with over 800 B2B marketers across the USA and EMEA regions, spanning various industries to compile the B2B Tech Buying Behavior 2024 Report.

Key Findings Include:

  • The triggers for a new technology search are often the desire for enhanced product capabilities or dissatisfaction with current poor integration and unmet business needs.
  • The complex nature of B2B buying decisions, involving multiple stakeholders and extended timelines.
  • The preference for software comparison websites, product review sites, and business news sites as trusted information sources.
  • The significant impact of cost, brand recognition, and technology integration on purchase decisions.
  • The dominance of LinkedIn as a platform for work-related content and the increasing importance of short-form video content.
  • The preference for email as the primary method of vendor contact and the expectation of personalized support from subject matter experts.
  • The crucial role of valuable content and industry affiliations in building trust with B2B buyers.
  • The substantial technology budgets and increasing spending power of B2B organizations.
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