B2B buyers say the factors that most influence their purchase decisions are the total cost of ownership and whether a solution supports their business goals, according to recent research from Aberdeen and PJA Advertising.

The report was based on data from a survey conducted in August 2017 among 250 B2B buyers who work in a wide range industries.

Some 45% of respondents say total cost of ownership is one of the two most important factors they consider when making a business purchase; 42% say whether the vendor/solution supports their company goals is a major factor; and 40% cite efficiency/ROI gains.