5 WAYS B2B BUYER BEHAVIOR HAS CHANGED

Summary from the TLDR Marketing newsletter

B2B buyers now control most of the buying process, completing about 83% of their decisions before speaking with vendors and consuming an average of 11 pieces of content first. They value originality and expertise, with 73% trusting thought leadership content over promotional materials and 86% seeking ideas that challenge their assumptions. Buyers increasingly prefer specialized firms that deeply understand their industry, ranking subject-matter expertise as the top selection factor. Referrals still matter, but buyers now validate them through a firm's online content, making consistent, expert-driven marketing essential for closing deals.