The B2B Tech Buyer's Journey:
New Insights, New Influences

The Changing Landscape of B2B Tech Sales

With so much digital information available at buyers’ fingertips, the B2B tech sales journey has become less of a vendor-driven process and more of a digitally dominant, customer-led course bending to the needs and preferences of its target consumers.


Given nearly 58% of companies purchase tech from at least seven different vendors, that’s a lot of independent research going on.


Check out the infographic below and learn even more eye-catching stats that highlight the growing influence of tech buyers on the B2B sales journey.

Discover all the latest data showing the expanding impact of customer behavior on the B2B sales cycle in our benchmark report, “The B2B Tech Buyer’s Journey: New Insights, New Influences.”