The 2014 B2B Buyer Behavior Survey

While the sales cycle is getting longer and buyers continued to wait to engage with sales, B2B buyers are more satisfied with the process than they were a year ago.

That was just one finding in Demand Gen Report’s 2014 B2B Buyer Behavior Survey. A total of 150 B2B buyers were involved in a major purchase during the past 12 months, revealing some significant trends that impact the purchasing process, including:

• The number of respondents who said they were satisfied with their last purchasing experience surged by 57% over 2012 totals;
• As many as 40% of respondents said they waited longer than last year to initiate contact with B2B vendors;
• As many as 34% of respondents said the number of team members involved in the B2B purchase process increased over the past year;
• More than two thirds (68%) of respondents agreed that the number of sources used to research and evaluate purchase has increased over the past year.