Gartner Research

B2B Buyer Insights Primer for 2019

Published: 05 February 2019

ID: G00375700

Analyst(s): Sharon Cantor


Marketing leaders in B2B organizations must keep abreast of trends in enterprise and small business buying to execute successfully. Gartner’s research on business buyers provides insight into both enterprise and small business buyers’ behaviors, attitudes and preferences.

Table Of Contents



  • Top Challenges and How Gartner Can Help
    • What opportunities exist to accelerate enterprise customers’ purchase progress and drive account growth?
    • What marketing tactics influence small business owners today?

Related Priorities

  • Suggested First Steps
  • Essential Reading
  • Tools and Toolkits

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