So… what do B2B buyers really want?
There are so many factors that impact B2B purchase decisions, it’s hard to summarize them all in one story.
But we’ve gathered fresh data from this year to offer some perspective—and hopefully point you in the right direction.
Let’s start with number one…
1) Personal factors overtake professional in B2B buying for the first time
For a long time, there was no room for emotions in B2B buying. Just business.
However, things might be changing:
Interesting, isn’t it?
In 2021 professional factors like pricing and functionality outmuscled personal factors 65% to 35%. The trend started to shift, however.
This year, 52% of B2B buyers started valuing personal factors over professional for the first time.
Things like security, shared values, or opportunity to improve skills or knowledge have more worth than pricing itself.
If you’re a B2B brand, it’s time to go a bit “business casual.” Start thinking outside the pragmatic box—and inject more personality into your B2B brand. If you haven’t already.
😜 B2B users want you to use more humor and personality in your promos. That’s what we’ve found in a separate story about B2B discovery—check it out.
2) Most B2B users will take time before deciding to buy
If you ever tried to close a B2B buyer—you know how tough it can be.
It also drags for a long time as your potential buyers will look at your product from multiple angles, comparing it, testing it out, before eventually buying.
Agreed? The data does, too:
It appears that regularly looking at your product is how users may eventually buy it.
That’s easy. However, look at some other decision drivers and you may notice that they are more corporate-focused.
For instance, new department goals and a better budget can influence the decision just as much as regular evaluation.
What does this mean: With B2B, it’s not only about being at the right place at the right time. Instead, it’s more about being at the right place at all times.
Put simply, you want your product to be top of mind as soon as the company’s decision makers have the need for it.
How do you do it? By always being present. If you’re a SaaS that solves a particular problem—run consistent awareness campaigns on how you’ve done it.
This way, you’ll combine top decision drivers. Decision makers are already evaluating your brand subconsciously through your campaigns—and when the opportunity arises—bingo.
You’re already there.
3) Buyers find technical content useful
Consistent evaluation is important, yes. But how do users evaluate potential B2B products?
It’s often through content, right?
Well, let’s see what kind of content works best for potential B2B buyers:
It appears that 53.5% of B2B buyers think technical specifications of your B2B product is the most useful data you can share.
Slightly lower number of respondents (48.8%) say case studies are the most useful, followed by streaming video (38.4%), white papers (33.8%), and infographics (31.1%).
The Crew’s Opinion: Whether you’re doing organic or paid content promotion—you might benefit most from showcasing technical specs of your product.
So don’t stray from using technical lingo—especially if you’re targeting an audience that is familiar with it—and focus on your product’s features and benefits.
You can also compare technicalities with your competitors or within case studies for bigger impact.
4) Potential buyers still want to hear from you via email…
Yep, newer isn’t always better.
Most B2B buyers rely on the good old email to communicate with you during the purchase process:
You may notice that the other “traditional” solutions are ranked almost as high—phone calls, virtual meetings, and in-person are all preferred communication methods.
On the other hand, respondents don’t want to discuss through social media DMs, or your company chat. The enthusiasm halves compared to the above.
What can we learn from this: B2B purchases are often high-stakes decisions with long sales cycles. Email, phone, virtual meetings, and in-person interactions offer the structure, accountability, and personal touch that complex transactions demand.
Buyers want a paper trail—hence email—and a way to clarify details online—hence phone, in-person, or virtual meetings. Not to mention the importance of personal connection.
Meanwhile, social media and website chats feel less formal and less secure, no?
5) Content portals and tangible results can hasten buyer decisions
Let’s talk about speed.
If you want to “cut the B2B buyer journey short” you may look at what respondents think would hasten their decision making.
Here’s what they say:
Notice how the top tools focus on personal relevance and clear, tangible benefits?
A personalized content portal (44.51%) provides a hub tailored to the needs of each B2B buyer. With this, you’ll guide them the way they want, instead of them sifting through generic info.
Also, an ROI calculator (44%) can be a no-brainer—if you can incorporate it.
Why? Because it speaks directly to the value proposition and helps decision makers quickly cut to the chase. And understand potential returns.
The rest can work depending on the context—augmented reality if you’re selling items that need to be “visualized,” such as construction equipment or furniture. And more.
In a nutshell, buyers crave tools that simplify decision-making and validate ROI. Leverage it.
6) AI functionality seems to be more important than not when purchasing a B2B product
Did someone mention AI-powered?
Check this out:
It looks like the question isn’t about the importance of AI anymore. Less than 8% of all B2B respondents think AI is not important—or have no clear opinion.
Everyone else feels AI is important. So the new question is—which industry thinks AI is the most important?
From this chart, there’s a big emphasis on AI in data analytics and security. Which makes sense—as AI provides powerful pattern recognition, threat detection, and predictive analysis.
Collaboration and commerce also rank high as AI can streamline workflows and automate routine tasks.
Respondents in HR, ERP, and marketing think AI is important—but at a little lower scale.
Still, if you’re a B2B brand, highlighting AI capabilities can help you get on a potential buyer’s good side.
🧠 Ever heard of pro-innovation bias? This is our tendency to overvalue new, trendy things such as “AI-powered” tools—and B2B consumers are no different, as we can see from the chart provided.
It’s what they want, it’s what they need…
If there’s a buzzword for a B2B buyer in 2025—it’s personality.
Unlike earlier when functionality was a prime deciding factor—B2B buyers today are looking for relatable, value-driven partnerships.
Also, give buyers what they want at all times so you can keep your brand at the top of their minds when it counts the most.
Finally if you can blend authenticity with technical insight and sprinkle in some interesting tech like AI-driven personalization… you’re primed for success.
Good luck!
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