target audience: TECH SUPPLIER  Publication date: Sep 2023 - Document type: IDC Survey - Doc  Document number: # US51260123

2023 B2B Tech Buyer Survey Findings: Growth Depends on Brands Adapting to the Permanent Changes in B2B Buyer Behavior

By:  Laurie Buczek Loading


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This IDC Survey addresses tech buyer digital behaviors while balancing their preferences for personalized communication. The survey examines the role of human interaction in the buying journey as the acceleration of digital buying preferences occurs. The survey also explores trust factors and the impact of trust and customer experience on the buyers' willingness to purchase vendor products. It examines tech buyers' propensity to switch vendors and the main underlying reasons. The survey spotlights areas where generational differences exist and impact marketing approaches. The survey highlights factors impacting tech buying and tech spending. This document is intended to help B2B tech vendor executives better understand their buyers and therefore adapt their experience, marketing, and sales practices to improve customer experience and business results.

"The way that B2B buyers want to engage with brands through their buying decision process has permanently changed. Brands that continue to bet on the same old marketing and sales playbook to yield the similar or different results today will struggle to achieve desired levels of growth," says Laurie Buczek, research vice president, CMO Advisory Practice at IDC.


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