The Rise of the Self-Service B2B Buyer

Research from Considered Content has found that B2B buyers and marketers have noticed changes in the buying process due to the COVID-19 pandemic. 66% of buyers are "self-serving" more information before contacting vendors, while 74% of marketers are seeing customers taking more control. 53% of buyers would like to buy without interacting with a salesperson, but only 9% of marketers offer all information online.

52% of buyers say they will never go back to their pre-pandemic way of buying, and 63% of marketers agree that customer behavior has permanently changed. The research was based on a survey conducted in December 2021 and January 2022 among 150 B2B buyers and 150 B2B in-house marketers.

The pandemic has had a significant impact on B2B buying and selling. Marketers must be aware of these changes when creating strategies to attract and retain customers.