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B2B buyers: decision-makers at US companies
Managers and executives who buy software and services for US companies of 50 employees and more, by company size: industry, function, seniority, buying authority, this year's budget, vendor preferences, openness to new vendors, AI in their team and how they research purchases. For testing pricing, packaging and sales approaches on business buyers.
4 places, by company size
What each person has
- Industry
- Manufacturing16%
- Healthcare12%
- Finance and insurance13%
- Retail and consumer goods12%
- Technology14%
- Professional services15%
- and 2 more
- Function
- IT30%
- Finance15%
- Operations18%
- Marketing and sales17%
- HR10%
- General management10%
- Seniority
- Manager31%
- Director34%
- Vice president17%
- C-level executive19%
- Buying authority
- Signs off alone27%
- Part of a buying committee43%
- Recommends, others approve30%
- Budget this year
- Budget cut27%
- Budget flat44%
- Budget grew29%
- Vendor preference
- Prefers one platform from a large vendor35%
- Prefers the best tool for each job31%
- No strong preference33%
- New vendors
- Sticks with proven vendors43%
- Open to newer vendors44%
- Seeks out startups13%
- AI in their team
- Not yet25%
- Piloting42%
- In daily use34%
- How they research
- Asks peers and communities32%
- Reads analyst reports17%
- Talks to vendors' sales teams17%
- Online reviews and search34%