B2B BuyerSCAN

HOW BUSINESS PURCHASES GET MADE

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.

Voice of the Buyer, B2B buyer, B2B, market research, business intelligence, purchase intent, decision-makers, SalesFuel

How to Sell to the C‑Suite

INCLUDING
  • Early-​cycle purchase intent
  • Buying processes
  • Salesperson expectations
  • Personal frustrations
business worries, B2B BuyerSCAN, future growth, market research, B2B intelligence, Voice of the Buyer

Future Worries and Concerns

INCLUDING
  • Supply chain issues
  • Economic and customer uncertainty
  • Cybersecurity threats
  • Remote and hybrid work
Supplier Vetting, Qualification, B2B BuyerSCAN, B2B intelligence, sales intelligence, voice of the b2b buyer

Supplier Vetting Criteria

INCLUDING
  • Pricing
  • Industry leadership and reputation
  • Social alignment
  • Service level expectations
B2B BuyerSCAN, AI Intelligence, B2B Intelligence, sales intelligence, Voice of the Buyer

AI Attitudes and Adoption

INCLUDING
  • 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


Small Business
20+ employees


Healthcare
and Medical
Manufacturers


Active
AI Users


Logistics
Decision-Makers


Payroll/​Benefits
Decision-Makers
Advertising
Buyers


Meeting
Planners

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​.com
In-​​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​.com
Reliable 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​.com
Brand 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​.com
data 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​.com
Single 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​.com
Gen 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​.com
Payroll 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​.com
product 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​.com
customer 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.

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