TRUST AND PERSONALIZATION KEY TO WINNING OVER B2B BUYERS

Summary from the TLDR Marketing newsletter

B2B buyers now rely more on personal factors like trust and values, which have risen in importance by 10% since 2021. Professional drivers still influence 58% of decisions, but personal and societal drivers account for 42%, and many buyers start with a preset list where 92% end up purchasing from someone already on it. Most marketers think they deliver strong brand communication, yet only 39% of buyers feel that suppliers tailor their offer to their needs, and only 5% of marketers achieve true hyperpersonalization. Brands also struggle with onboarding, which reinforces the growing importance of trust and personalized experiences in winning deals.