Email copywriters working for B2B brands should note the hassles faced by buyers, judging by the B2B Buyer Report, a study by Hero Digital.
Above all, they need clarity and consistency. The top challenges listed by tech buyers researching product purchases are:
Some issues are so serious as to be deal breakers:
Moreover, 92% of B2B buyers say economic uncertainty has placed added pressure on their firm to make more cost-effective purchases. In addition, 25% report that their highest priority for the next 12 months is increasing efficiency.
All this reflects a shift in buying behaviors. This year, the top issue is product configurations and quoting (for 45%).
Last year’s top choice, Delivery/fulfillment — including order tracking — has slipped to second place, reflecting a falloff from 47% to 41%.
Overall, B2B buyers cite these reasons for digital transformation:
Here is why companies pursue customized opportunities and/or built their digital platforms in house:
The study concludes: “After years of rapid digital transformation, many B2B companies still have a ways to go in fully optimizing their use of new technologies — and in supporting buyers through difficult times and business environments.”
Hero Digital surveyed 150 B2B buyers in companies with over $250 million in annual revenue.