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What B2B Buyers Want: Sales Outreach and Content Preferences

by Ayaz Nanji  |  
March 12, 2018
  |  2,614 views

B2B buyers like to hear from vendors early in the research process, prefer email to phone calls, and want tailored content based on primary research, according to recent research from the RAIN Group.

The report was based on data from a survey conducted in June and July 2017 among 488 global buyers responsible for $4.2 billion in annual B2B purchases. The researchers also surveyed 489 B2B sellers.

Some 71% of B2B buyers say they want to hear from vendors early in the buying process. when they are looking for new ideas and possibilities to drive business results, 62% want to hear from vendors when they are actively looking for solutions, and 54% when evaluating specific providers.

Some 80% of B2B buyers prefer to be contacted via email. Only 49% like being contacted by telephone.


Some 70% B2B sellers say they contact leads by phone.

B2B buyers say they are most likely to respond to outreach efforts from vendors if they foresee needing the product/service, if they have the budget for a purchase, if the provider offers to share something of value, and if they have bought from the provider previously.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Hannah Mon Mar 12, 2018 via web

    In what way can a seller influence a buyers need, budget and current supplier dissatisfaction? Sure we can tailor our own offerings for need and budget.... but how can we possible influence there feelings towards a current supplier? (excluding blatant slander!)

  • by RAIN Group Mon Mar 12, 2018 via web

    Hi Hannah,

    We share ideas for how sellers can influence those factors in our white paper. For instance, buyers usually have no budget for new possibilities and unseen challenges. Senior-level buyers often never have budget; they invest when they see opportunity. Sellers can inspire with the opportunity they bring. Budgets will appear.

  • by sahanjida Fri May 25, 2018 via web

    this is so good concept for doing business by online, it will help us to make more money, i m totally appreciate this concept and activities.

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