Gartner Research

Understanding Business Buyer Behavior Primer for 2018

Published: 23 May 2018

ID: G00354477

Analyst(s): Martha Mathers

Summary

Successful marketing means marketing leaders focused on B2B must keep abreast of trends in business buying. Gartner's research on business buyers provides primary research and insight into both enterprise and small business buyers' behaviors, attitudes and preferences.

Table Of Contents

Scope

Analysis

  • Top Challenges and How Gartner Can Help
    • What are the characteristics of marketing communications that break through to small business owners today?
    • What opportunities do marketers have to accelerate customers' progression through their buying journey?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

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