71% of B2B Buyers Still Want More Thorough Discovery of Needs Addressed by Marketers

When it comes to resonating with B2B buyers, marketers are still fine-tuning their strategies. However, new research suggests that a more thorough discovery of buyers’ concerns, wants, and needs, while showing them how to resolve their critical pain points may be the key.

The RAIN Group recently published data from 528 buyers and sellers across the Americas, EMEA and APAC on why B2B buyers make purchase decisions. Statistics showed that the highest influence on buyer purchase decisions was when marketers addressed concerns, wants and needs (71%). This was followed by marketers showing customers what’s possible or how to solve a problem (68%), and listening to the customers’ pain points (68%).

The researchers also noted that 50% of buyers say a marketer’s ability to differentiate from the competition is “influential,” yet only 21% of sellers are effective at doing so. This highlights another area marketers may want to improve upon in order to resonate with their B2B buyers.

B2B Marketers and Lingering Obstacles

While B2B marketers look to improve upon the way they reach out to their target audience, previous research suggests that they still have other obstacles in the way, namely their budget.

Fortella conducted the “State of B2B Marketing 2021” report, and statistics indicated that B2B marketers are still faced with several obstacles, and budget and resources (64%) are at the top of the list. This was followed by tracking/measurement (46%), data quality (42%) and talent/team (36%).

Sales and marketing alignment also made the list at 33%. In the past, marketers have tried to improve upon this area in order to boost their company’s overall bottom line.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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