Please accept all cookies to ensure proper website functionality. Set my cookie preferences

B2B buyers say not having enough information was the top factor that slowed their most recent purchase, according to recent research from Showpad.

The report was based on data from a survey conducted in June 2018 among 656 B2B buyers based in the United States, the United Kingdom, and Germany who made a purchase in the previous 12 months.

Some 37% of B2B buyers say their most recent purchase was slowed by not having enough applicable information, and 32% say it was slowed by not having enough information overall.

Other top factors include difficulty in showing ROI (29% cited it as a factor in slowing the purchase), finding information confusing (27%), and not trusting information (21%).

B2B buyers say disagreeing over price was the biggest vendor-centric factor that slowed down their most recent purchase (38% cite).

Some 55% of B2B buyers say their purchase process is longer than it was 12 months ago, and 36% say it has stayed the same.

About the research: The report was based on data from a survey conducted in June 2018 among 656 B2B buyers based in the United States, United Kingdom, and Germany who made a purchase in the previous 12 months.

Continue reading "The Top Factors That Slow B2B Purchases" ... Read the full article

Subscribe's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Marketing Strategy Resources

You may like these other MarketingProfs resources related to Marketing Strategy.

Creating a Human and Relatable Voice for Your Marketing: Mark Schaefer on Marketing Smarts [Podcast]

Forget about any data or trends before March 2020, argues speaker and author Mark Schaefer. The business world has fundamentally changed, and the winners are companies that can make a personal connection by showing up human.

Avoiding the Pitfalls of Reactive Marketing (Article 3 of 3)

In the digital age, it's vital that marketing be highly adaptable. But focusing too much on reactive marketing can throw your plans out of control. Here's how to find the balance between the two.

Top 3 B2B Marketing Predictions for 2022

Is there even a "normal" to go back in 2022? For B2B marketing, likely not, because digitization and changes in customer expectations are here to stay.

The Traits of B2B Firms With Exceptional Marketing and Sales Performance

B2B firms with sales and marketing performance that has greatly improved over the past year tend to share traits such as relying on good data and having well-aligned go-to-market teams, according to recent research from Dun & Bradstreet.

2022 Marketing Predictions for an Increasingly Digital World

2020 and 2021 have been transformative for B2B marketers, and the trend toward digitalization of marketing will continue into 2022, argues this article.

How to Stop Shiny-Object Syndrome in B2B Marketing (Article 2 of 3)

New marketing platforms pop up every day, but every shiny new tactic isn't necessarily right for your company. Our second article on panic marketing covers "shiny-object syndrome" and what can be done to avoid it.