The dynamics of the B2B buying process have shifted significantly, with 80% of buyers initiating contact with vendors after they are already 70% through their purchasing journey. This trend, highlighted in the “2024 Buyer Experience Report” by 6sense, reveals that most buyers make key decisions during their initial phase of anonymous research. Such insights show that 81% of buyers come to the first vendor contact already having a preferred vendor and, compellingly, 85% have solidified their purchase requirements before even engaging with sellers. As a result, the average B2B buying cycle stretches to 11.3 months, typically involving 11 members in the buying group, with 90% of buyers having prior interactions with at least one of the vendors they consider.
These findings underscore the importance for marketers to craft awareness and preference much earlier in the buying journey. Traditional demand generation tactics alone no longer suffice in this evolving landscape. Instead, integrated strategies are vital to build brand affinity and to ensure a competitive edge in the crowded marketplace. Kerry Cunningham of 6sense stresses that engaging prospective buyers early boosts revenue outcomes significantly. This year’s consistent data with that of last year further solidifies the necessity of evolving marketing tactics. Marketers must pivot to strategies that resonate with buyers well before the official sales process begins, highlighting the importance of influence over the purchasing decision from the onset.
In conclusion, B2B marketers must adapt to these changing dynamics. Early engagement, building brand affinity, and positioning competitively from the start of the buyer’s journey are no longer optional but essential. The insights from the “2024 Buyer Experience Report” reveal a clear path forward for successful B2B engagements: be there early, and be there meaningfully.
