The Evolution of Buyer Behavior in B-to-B Technology

Posted by Jason Bell on Wed, Oct 19, 2016

Pramil Jain co-wrote this blog post with Jason Bell.

This post is the sixth in a seven-part series examining top trends that are reshaping the high-tech industry. 

Unless you’ve been sleeping under a rock for the past few years, you’ve probably noticed that customer buying behavior has been shifting from traditional channels (including sales) to digital channels. Customers are increasingly going online to inform their technology procurement decisions, and it’s happening throughout the customer journey. According to Accenture, 94% of B-to-B technology buyers do online research, and 68% have purchased goods online. It’s becoming increasingly common for businesses to make B-to-B technology purchasing decisions before they even make first contact with a sales rep. In fact, by 2020, Gartner Research estimates that customers will be managing 85% of their relationships without talking to a human.  

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