The findings – in collaboration with B2B International, owned by Dentsu – were presented at the Marketing Research Society’s B2B Conference in London and are based on 16,000 buyers and over 35,000 experiences.
Finding a balance
- Professional drivers influence 58% of B2B buying decisions, but personal and societal drivers account for 42% of decisions, growing by 10 percentage points since 2021; winning brands balance both of these.
- The idea that buying is rational and logical is not as true as it used to be, said Matt Botham, senior research director, B2B International, who was involved in the research.
- 30% of brands are rejected even before initial contact; new research from LinkedIn, meanwhile, finds that 86% of buyers have a “day one” list in mind, with 92% ultimately purchasing from someone on that list.
- Personal drivers include making clients feel safe signing a contract, alignment with ethics and values, and teaching new skills or passing on knowledge, while professional drivers are more choice/variety, products that are competitively priced and that also deliver on their promise.
More personalisation
- Most B2B marketers are focused on prioritising their brand, with only 5% able to demonstrate “hyperpersonalisation” to clients – a “huge opportunity” for brands to step out, be remarkable, and be distinct, said Tom Setter, Dentsu’s media strategy partner.
- There’s a disconnect in perception: 71% of marketers think they are communicating a strong brand position, but only 39% of buyers say that suppliers are tailoring their offer to what they want.
- There are 26 different types of purchasers and, on average, 42 touch points, making the B2B buying journey incredibly complex.
- “Buyer expectations are increasing. Brands are not necessarily delivering on that experience,” Setter told the audience.
- Only 41% of suppliers give brands top marks for the onboarding process, he added, leaving 60% of brands underperforming in this area.
Final word
“So every year, buyers are telling us, ‘the most important thing, why I choose one brand over another brand is trust. Can I trust that brand? Do I feel safe signing my side of my contract?’ And that comes down to lots of personalised experience” – Matt Botham, senior research director, B2B International, speaking at the MRS B2B Conference.