Gartner Research

Eliminating B2B Buying Complexity On and Offline

Published: 06 July 2018

ID: G00702815

Analyst(s): Marketing Research Team


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


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


©2021 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.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.