2024年B2B买家报告（英）

B2B BUYER BEATTriple Threat: 3 Game-Changing InsightsNew Guidelines for Rocking the B2B Buyer Journey Slay Your Next Campaign!The Hottest Social Media Strategy Inspo, Page 34Effortless “It” Brand StatusYes, It’s That Easy! (With the Right People OFC)Always-On Marketing: Are You In?The Trend Everyone’s Talking About, Page 102024 Insights & Trends ReportPage 8 Will Blow Your Marketing Mind The Future Is Here, and It Looks Millennial1,500 B2B Buyers Speak UpA Digitalzone Special ReportIn just five years, we’ve seen significant technological leaps in AI, changing political tides, and major shifts in the global economy. These transformations have reshaped industries, altered consumer expectations, and increased competition. Enter new B2B buying behavior, with decision-makers reporting feeling increasingly pressed for time, brand authority making a comeback, and a growing generational gap in media consumption–things have changed. B2B companies are at a challenging, but exciting, inflection point full of opportunity–and the B2B buyer is here to help roadmap the way. Welcome to the age of the empowered B2B consumer. Where brands were once the drivers of the journey and authors of the funnel, they are now riding in the passenger seat while buyers take the wheel. And as the modern B2B buyer continues to evolve, it’s difficult to pinpoint what’s driving their buying decisions and influencing their motivations in the market–forcing a new culture dominated by dynamic listening over rigid assumptions. With this new era in mind, we’ve gathered insights from 1,500 B2B purchase decision-makers from around the world to hear straight from the source about what makes B2B buyers tick. From the initial stages of identifying a need to the final selection of a vendor, we examined the preferences of today’s B2B decision-makers to answer the questions we get most from our clients and fellow B2B marketers: • What does the B2B purchase journey currently look like? • What factors influence purchase decisions most? • How do media and content preferences shape the buying process? We hope that this report inspires you to create more meaningful interactions with your buyers and that you find opportunities in the challenges.VP of Marketing at DigitalzoneLove always,ALetter fromtheEditor2Brand Three Game-Changing InsightsCONTENTSThe top challenge for B2B buyers is navigating time constraints in the mix of countless variables and considerations. Reaching decision-makers at the right moment is undeniably the most critical factor in achieving a successful purchase decision, but also the most fickle. Timing is everythingp.10Reputation, authenticity, and renowned expertise are the key qualities that compel B2B buyers to purchase with a new vendor. Buyers are looking for knowledgeable partners when making purchases—they rely on brand reputations to guide their decisions and seek brands that offer a human connection. How to become the “It” brandp.22Millennials and Gen Z B2B buyers are mo