To complete a B2B purchase, buyers must navigate internal organizational demands and troves of external supplier information. Our research finds B2B marketers should design and deliver information to help B2B buyers complete specific purchase tasks in an accessible and actionable way.
Information Overload Creates Buyer Confusion
Most B2B Buyers Seek Information Online
Information Volume and Group Dynamics Lead to Delays
Buyers Increasingly Comfortable With a Rep-Free Experience
Recommended by the Authors
About This Research
©2020 Gartner, Inc. and/or its affiliates.
All rights reserved.
Gartner is a registered trademark of Gartner, Inc. and its affiliates.
This publication may not be reproduced or distributed in any form without Gartner’s prior written permission.
It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact.
While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information.
Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such.
Your access and use of this publication are governed by Gartner’s Usage Policy.
Gartner prides itself on its reputation for independence and objectivity.
Its research is produced independently by its research organization without input or influence from any third party.
For further information, see
Guiding Principles on Independence and Objectivity.