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
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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
24% of B2B decision-makers at companies with 50 or fewer employees say that employee turnover is their top frustration
B2B BuyerSCAN 2026B2B 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 2026B2B 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 2026B2B 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 2026B2B 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 2026B2B 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 2026B2B 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 2026B2B 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 2026B2B 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 2026B2B 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
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
