How has B2B SaaS buyer behaviour changed in 2022? [Video]

What matters most to decision-makers when making a SaaS purchase in 2022? And what B2B industry trends should we keep an eye on in 2023? Let’s dig into what we’ve found.

Key findings:

Millenial B2B buyers have come of age
By the time they reach out, they’re already halfway there
They’re increasingly seeking social responsibility
They struggle to make decisions
They’re embracing AI
Half of them are bored by B2B Marketing
They’re convinced by video

Millennial b2b buyers have come of age

By the last count, 73% of those who participate in doing B2B buyer research and making the last decision are millennials, and more than half of them are sole B2B decision-makers. But why is this so important to know?

Well, millennials are bound to bring their consumer habits into the business as they differ in the ways they go about research, vendor qualification and purchasing.