The New B2B Buyer: How to Meet the Demands of the Modern Digital Shopper

Today's buyers demand consumer-grade experiences, including personalisation and seamless omnichannel interactions. As digital natives take over the workforce, B2B companies must adapt quickly to meet these new demands.

Understanding the Modern B2B Buyer

Modern B2B buyers prefer self-service options and digital interactions over traditional sales methods. According to Gartner, 75% of B2B buyers prefer a rep-free sales experience. However, this shift has also led to a higher regret rate among buyers who rely solely on digital self-service.

Key Expectations to Watch in 2024

• Accurate Information: Buyers want to find detailed and accurate product information easily.
• Quick Decision-Making: Efficiency in finding and processing information is critical.
• Omnichannel Seamlessness: Buyers expect a consistent experience across all channels.
• Superior Customer Experience: Personalisation and ease of use are paramount.

Strategies for Success

To meet these expectations, B2B companies must invest in robust product discovery tools, seamless data integration, and personalised customer experiences. Symphony Commerce is at the forefront of this transformation, providing solutions that enable businesses to meet the evolving demands of modern B2B buyers.