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.
Enter your email address to keep reading ...
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
Marketing Strategy Articles
You may like these other MarketingProfs articles related to Marketing Strategy:
- A Beginner's Guide to Using GIFs in Marketing
- Five Critical Areas Salespeople Need to Improve On [Infographic]
- Communities Are the Future of Marketing | Marketing Smarts Live Show
- The Role of Authenticity in the Online Path to Purchase [Infographic]
- World-Class Case Studies; They Ask, You Answer; and Building Trust on the Internet: Marcus Sheridan on Marketing Smarts [Podcast]
- Product Line Strategy: Five Approaches