What does the software buying process look like for B2B SaaS CMOs? Which factors have the most influence on narrowing down their vendor lists? How is the buying process changing?
To find out, Wynter Research surveyed 101 CMOs who work for mid-market B2B SaaS companies ($50+ million in annual revenue).
The researchers found B2B SaaS CMOs typically follow a structured process that begins with identifying the problem/need and mapping requirements (68% of respondents say they define requirements before looking for solutions).
Some 54% of respondents say they start the buying process with known brands in mind, but are open to new options.
B2B SaaS CMOs say the top factors for shortlist inclusion are a prior positive experience with the software vendor and peer recommendations.
Compared with results from a similar survey conducted last year, the researchers found that B2B SaaS CMOs are significantly more likely to now use AI for vendor discovery, be more familiar with software vendors before the initial call, and expect interactive demos.
About the research: The report was based on data from a survey of 101 CMOs who work for mid-market B2B SaaS companies ($50+ million in annual revenue).
