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
40% of B2B buyers in the business services vertical are willing to pay a premium for superior customer service.
B2B BuyerSCAN | 2025 | SalesFuel.comcustomer experience, CX, purchase experience, B2B BuyerSCAN, B2B intelligence, SalesFuel
28% of B2B buyers say AI and automation will be a top business challenge in the next two years
B2B BuyerSCAN | 2025 | SalesFuel.comB2B BuyerSCAN, SalesFuel, business challenges, AI automation
28% of companies with 500+ employees believe AI can help them get more done with fewer people
B2B BuyerSCAN | 2025 | SalesFuel.comB2B BuyerSCAN 2025, SalesFuel, Big companies, AI help
34% of B2B buyers at companies with fewer than 100 employees will share contact information to get free access to a product trial
B2B BuyerSCAN | 2025 | SalesFuel.comB2B BuyerSCAN 2025, SalesFuel, small companies, share contact info, product trial
36% of younger B2B buyers (Gen Zers and millennials) believe AI can help them solve problems
B2B BuyerSCAN | 2025 | SalesFuel.comB2B BuyerSCAN 2025, SalesFuel, Young B2B Buyers, AI help
23% of companies with 100+ employees plan to invest in data analytics services this year
B2B BuyerSCAN | 2025 | SalesFuel.comB2B BuyerSCAN 2025, SalesFuel, data analytics services, companies with 100+ employees
32% of companies (50+ employees) make major purchases with just one decision-maker
B2B BuyerSCAN | 2025 | SalesFuel.comB2B BuyerSCAN 2025, SalesFuel, major purchases, Employers 50+
34% of B2B buyers with fewer than 100 employees are more likely to purchase from a company that is a leader in their field
B2B BuyerSCAN | 2025 | SalesFuel.comB2B BuyerSCAN 2025, SalesFuel, 100+ employee companies, purchase from leader
Nearly 58% of B2B buyers say reliability is the top attribute they seek in a supplier's salesperson
B2B BuyerSCAN | 2025 | SalesFuel.comB2B BuyerSCAN, SalesFuel, reliability, reliable sales rep
Methodology
We conducted our 6th B2B BuyerSCAN study in June 2025. The sample consisted of self-reported CEOs, other C‑level executives, or purchasing agents of B2B companies with 20+ employees in the United States. 2,027 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.
