According to Hero Digital’s annual B2B Buyer Report, B2B buyers’ pain issues when engaging with technology vendors have persisted – and in some cases, exacerbated – over the last year.
The following are examples of persistent pain points:
Product or service information that is inconsistent across channels (45%). Difficulties communicating with knowledgeable support personnel (39%).
Companies are not evolving at the same rate as their industry or client needs (35%). Understanding how products would integrate inside their company (35%). Finding current product or service information (35%). These are consistent with buyer issues raised in 2022, emphasizing the need for greater product and pricing information — and the lack of progress done thus far in this area.
Image courtesy of Hero Digital’s B2B Buyer’s Report. This was done with consent. Go deeper: 15 cutting-edge tools that every B2B marketer should be aware of
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What buyers do not desire. When engaging with B2B companies, buyers have strong feelings about what they don’t want. The following are the main deal-breakers:
Transparency in fulfillment processes is lacking (48%). Order delays/supply chain difficulties (47%). Communication breakdown (32%).
I’m willing to spend more for a fantastic experience. Regardless of their pain points, shoppers are willing to spend more for a positive experience: 81% of respondents stated they would pay a higher price for a product or service if the supplier had strong ecommerce and customer portal skills.
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Why do we care? Buyers want to do business with organizations who are always inventing and expanding their digital capabilities. Almost all B2B buyers (94%) indicated their organization prefers to collaborate with companies who are constantly evolving their digital capabilities and experimenting with products.
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