B2B BuyerSCAN™

HOW BUSINESS PURCHASES GET MADE

Findings

Methodology

FAQ

Learn More

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

24% of B2B decision-makers at companies with 50 or fewer employees say that employee turnover is their top frustration

B2B BuyerSCAN 2026
B2B BuyerSCAN Survey, 2026. Employee Turnover

33.7% of B2B buyers in the business services vertical are willing to pay a premium for a superior customer service

B2B BuyerSCAN 2026
B2B BuyersSCAN Survey. 2026. Business services b2b buyers. Superior customer service.

40% of Gen Z B2B decision-makers say the top attribute they seek in a salesperson is responsiveness

B2B BuyerSCAN 2026
B2B BuyerSCAN Survey. 2026. Gen Z B2B decision-makers. Responsive salesperson.

Nearly 22% of millennial B2B decision-makers say AI is helping them get more done with fewer people

B2B BuyerSCAN 2026
B2B BuyerSCAN Survey. 2026. millennial decision-makers. AI use.

Nearly 35% of B2B decision-makers will increase their consideration of a vendor that provides value to them through a webinar

B2B BuyerSCAN 2026
B2B BuyerSCAN. 2026. B2B decision-makers. webinar value

Over 43% of B2B decision-makers create a short list of the most viable solutions before they meet with new suppliers and vendors

B2B BuyerSCAN 2026
B2B BuyerSCAN Survey. 2026. B2B decision-makers. vendor list.

Just over 40% of B2B decision-makers at companies with 500+ employees will share their contact information to get free access to primary research relevant to their business

B2B BuyerSCAN 2026
B2B BuyerSCAN survey. 2026. decision-makers. large companies. contact information.

When researching a supplier, product or service online over 51% of B2B buyers in the real estate and construction vertical look for a company's experience with clients in their line of business

B2B BuyerSCAN 2026
B2B BuyerSCAN survey. 2026. real estate and construction buyers. experienced providers

26% of B2B buyers say AI and automation will be a top business challenge in the next two years

B2B BuyerSCAN 2026
B2B BuyerSCAN survey. 2026. AI and automation

Methodology

We conducted our 7th B2B BuyerSCAN study in June 2026. The sample consisted of self-reported CEOs, other C‑level executives, or purchasing agents of B2B companies with 20+ employees in the United States. 2,052 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.

B2B BuyerSCAN FAQs

How does the decision-making process differ in B2B sales compared to B2C sales? 

In B2B sales, the buying process typically involves multiple stakeholders and a more rigorous evaluation of return on investment. Conversely, B2C sales — best measured by AudienceSCAN study — are generally driven by individual preferences, emotional triggers, and immediate personal needs.

Does the emotional aspect of purchasing vary between B2B sales and B2C sales? 

While B2C sales are frequently influenced by personal emotions and brand loyalty, B2B sales are primarily driven by logic, business efficiency, and measurable outcomes. However, trust remains a critical factor in both sectors for establishing long-term professional partnerships.

How should I tailor my sales approach when engaging with the C‑suite?

Focus your pitch on strategic business outcomes and ROI rather than technical features. Align your value proposition directly with the specific ceo frustrations regarding profitability, market positioning, and operational efficiency.

What is the most effective way to navigate the supplier vetting process at the executive level? 

The supplier vetting process for executives centers on risk mitigation, compliance, and long-term partnership viability. Provide clear evidence of your company's stability and security protocols to reassure them of your reliability as a partner.

How do I address the lack of AI adoption frustrating executive-level discussions? 

Frame AI adoption for competitive differentiation and long-term scalability rather than just a technological upgrade. Demonstrate how your solution mitigates risk while accelerating AI adoption to meet their strategic objectives.

How can I leverage B2B buyer personas to improve my outreach response rates? 

Tailoring your outreach to specific B2B buyer personas ensures that your content addresses the unique pain points of different executive roles. This personalized approach increases relevance and improves the likelihood of engaging high-level decision-makers.

How do I ensure my proposal survives the rigorous supplier vetting stage? 

Ensure your proposal explicitly addresses governance, data protection, and integration capabilities. By proactively documenting these details, you simplify the supplier vetting process and reduce administrative friction for the executive team.

What role does purchase intent data play in securing C‑suite meetings? 

Early-cycle purchase intent data allows you to identify high-value prospects currently researching solutions similar to yours before they search online. By leveraging these insights, you can time your outreach to align with their active buying cycle, making your B2B sales efforts significantly more relevant.

How does the approach to lead generation differ for B2B sales versus B2C sales? 

Lead generation for B2B sales relies heavily on networking, industry events, and account-based marketing to identify specific target organizations. In contrast, B2C sales utilize broad-reach advertising and social media campaigns to attract a wider, more diverse consumer audience.

How can I effectively communicate the value of my solution to a busy CEO? 

Keep your communication brief and results-oriented, focusing on how your solution solves one of their frustrations as a CEO, founder, or other C‑suite executives. Use data-backed summaries that illustrate a clear path to revenue growth or cost reduction.

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