Gartner Research

Eliminating B2B Buying Complexity On and Offline

Published: 06 July 2018

ID: G00702815

Analyst(s): Marketing Research Team

Summary

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.

Table Of Contents

Information Overload Creates Buyer Confusion

Analysis

Most B2B Buyers Seek Information Online

Information Volume and Group Dynamics Lead to Delays

Buyers Increasingly Comfortable With a Rep-Free Experience

Conclusion

Recommended by the Authors

About This Research

Footnotes

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