Future B2B Software Buyer Trends

In B2B software buying behavior, buyers hold all the power. Our survey of 1,002 B2B decision-makers revealed that even non-C-suite employees can now purchase software tools for their businesses. This behavior is akin to home-shopping, where buyers carefully handpick products like master chefs selecting ingredients. Before contacting vendors, buyers conduct research, read reviews, and select their favorite options. This trend presents a daunting challenge for software sellers. But understanding the changing B2B software buying landscape is crucial for success in this industry. Our 2022 G2 Software Buyer Behavior Report uncovers the four essential buyer behavior trends with over 50 statistics. Our article delves into these critical factors, influencers, and challenges. In summary, we found that software purchasing is getting increasingly complex, involving multiple stakeholders, steps, and challenges. Buyers want value quickly, and compliance, security, and reviews matter. While sales teams play a role, buyers prefer to purchase from third-party marketplaces and value-added resellers.