Each year, SalesFuel conducts our proprietary B2B BuyerSCAN study to get a clear understanding of what B2B buyers want from suppliers and to track how these expectations are changing.
We ask the pressing questions of more than 2,000 CEOs and other C‑level decision-makers that sales professionals want to know more about — including: what key business decision-makers are planning to buy, how they make these buying choices within their companies, and their concerns for the future.
The valuable insights our team gathered are now being used by sales teams to sharpen their methods and build their credibility for better results when selling to other businesses. They not only understand what their B2B clients need going forward, but also how to effectively meet those needs, making the sales process more beneficial for everyone involved.
How to Sell to the C‑Suite
INCLUDING
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Early-cycle purchase intent
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Buying processes
- Salesperson expectations
- Personal frustrations
Future Worries and Concerns
INCLUDING
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Supply chain issues
- Economic and customer uncertainty
- Cybersecurity threats
- Remote and hybrid work
Supplier Vetting Criteria
INCLUDING
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Pricing
- Industry leadership and reputation
- Social alignment
- Service level expectations
AI Attitudes and Adoption
INCLUDING
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AI platforms used
- Benefits of AI at work
- Fear of job loss
- Impact on the bottom line
200+ B2B Buyer Personas including
Women-Owned
Businesses
Public
Corporations
Gen Z
Buyers
Minority-Owned
Businesses
EXCLUSIVE RESEARCH FOR B2B SALES INTELLIGENCE
Sample Top-Line Findings
35% of B2B buyers say meeting in person is their preferred way of interacting with a salesperson.
B2B BuyerSCAN | 2024 | SalesFuel.comIn-person meetings are back, B2B BuyerSCAN, B2B Intelligence, Sales Intelligence, commercial buyer, research
Nearly 62% of B2B buyers say reliability is the top attribute they seek in a supplier's salesperson
B2B BuyerSCAN | 2024 | SalesFuel.comReliable Salespeople, B2B BuyerSCAN, business intelligence, sales intelligence, B2B research
34% of B2B buyers with fewer than 100 employees are more likely to purchase from a company that is a leader in their field — indicating that 66 are willing to consider other vendors.
B2B BuyerSCAN | 2024 | SalesFuel.comBrand Leadership, B2B BuyerSCAN, business intelligence, marketing intelligence, B2B research
25% of companies with 100+ employees plan to invest in data analytics services this year
B2B BuyerSCAN | 2024 | SalesFuel.comdata analytics purchasers, b2b buyerscan, b2b intelligence, business intelligence, sales intelligence, salesfuel
32% of companies (50+ employees) make major purchases with just one decision-maker
B2B BuyerSCAN | 2024 | SalesFuel.comSingle decision-maker, B2B BuyerSCAN, B2B intelligence, sales intelligence, business intelligence, SalesFuel
34% of younger B2B buyers (Gen Zers and millennials) believe Al can help them solve problems
B2B BuyerSCAN | 2024 | SalesFuel.comGen Z, Millennials, B2B BuyerSCAN, B2B Intelligence, sales intellgence, business AI, SalesFuel
Nearly 1 in 5 of companies with 500+ employees believe Al can help them control payroll costs
AI, B2B BuyerSCAN | 2024 | SalesFuel.comPayroll Expenses, AI, B2B BuyerSCAN, B2B intelligence, sales intelligence, SalesFuel
36% of B2B buyers at companies with fewer than 100 employees will share contact information to get free access to a product trial
B2B BuyerSCAN | 2024 | SalesFuel.comproduct trial, TOFU, B2B BuyerSCAN, B2B intelligence, marketing intelligence, SalesFuel.jpg
43% of B2B buyers in the business services industry are willing to pay a premium for a superior customer experience
B2B BuyerSCAN | 2024 | SalesFuel.comcustomer experience, CX, purchase experience, B2B BuyerSCAN, B2B intelligence, SalesFuel
Methodology
We conducted our 5th B2B BuyerSCAN study in June 2024. The sample consisted of self-reported CEOs, other C‑level executives, or purchasing agents of B2B companies with 20+ employees in the United States. 2,165 panelists completed the 20-minute survey. Around 50% of the panelists work for companies with at least 500 employees. And the panelists work in industries ranging from retail trade to manufacturing. No single industry represents more than 20% of the survey population. Contact us if you have additional questions about the study's methodology.
