B2B buyers are increasingly being influenced by personal decision drivers, such as how comfortable they feel with a vendor, vs. professional drivers, such as pricing, according to recent research from Dentsu.

The report was based on data from a survey conducted in 2024 among 3,528 B2B buyers globally.

Some 52% of respondents say their purchase decisions are now influenced by personal drivers, such as whether they feel safe signing a contract with a vendor, whether a vendor aligns with their values, and whether a vendor provides them with new knowledge.

That's compared with only 35% of B2B buyers who said the same in 2021.

Respondents say the part of the B2B buying experience that has the biggest influence over their purchase decision is whether they feel safe signing a contract with a vendor.

Some 68% of buyers say that many of the B2B brands they encounter have similar messaging and sound the same.

Only 24% of buyers give B2B brands high marks for being active thought leaders in 2024, down from 31% in 2022.

About the research: The report was based on data from a survey conducted in 2024 among 3,528 B2B buyers globally.