As we look to the year ahead, now is the time to take stock of the biggest factors shaping B2B buyer needs and behaviours to determine the strategies essential to achieving performance goals in 2024.
Our second annual INFUSE Insights Voice of the Buyer report demonstrates how the market is shifting from 2023 toward The Great Tech Stall fueled by slow growth expectations for the economy in 2024 (World Economic Forum, 2023). However, despite this forecast, global tech spend is still estimated at $5.1 trillion (Gartner, 2023), an impactful reminder of the plentiful opportunities available for organisations in the B2B tech space who are willing to seize them.
This modest growth scenario has contributed to the expansion of buying committees compared to 2023, with 59% of groups including 4-6 members in 2024 (compared to 41% in 2023). Bigger buying committees mean more decision makers are involved in the purchase process and, therefore, are able to engage with marketing and sales strategies.
As a result, organisations must invest additional effort to engage the entirety of the buying group at target accounts by meeting the various challenges and concerns of multiple stakeholders. Lead nurturing at an account level, fueled by Account Based Experience (ABX) best practices, will be a key tactic thanks to its focus on personalised outreach at scale.
This research covers the top concerns and priorities of buyers in 2024 and how to ensure positive outcomes for your demand generation strategies, including:
