B2B Buying Journey: 5 Challenges & 5 Best Practices in 2024

Today, the B2B buying journey is digitized. A McKinsey report indicates that 65% of B2B companies across different industries were transacting online in 2022.¹

Consequently, customers now spend only 5% of their time on sales representatives.² So, businesses require newer, creative, effective ways of sales and marketing for adapting to changing customer demands and expectations.

In this article, we will investigate the modern B2B buying journey in its various aspects like stages and challenges. To help businesses in the process, we will list 5 best practices for it.

What is a B2B buying journey?

A B2B buyer journey is a process the prospective buyers goes through before making a purchase, including: 

• researching
• evaluating 
• selecting a product or service

B2B buyers need to be informed about the product in order to understand why it’s a better fit for their needs than any competitor’s offering. Companies must understand how B2B customers research and make decisions, so they can properly direct their marketing and sales efforts to generate more high-value leads and conversions.

B2B marketing teams should gain insights into current market trends as well as customer preferences by understanding their B2B buyers journey. 

What are the stages of a B2B buying journey?

In a traditional buyer’s journey

The traditional buyer’s journey refers to the linear process of a customer becoming aware of a product or service, evaluating options, and making a purchase. We can list the steps in a traditional buyer’s journey decision-making process as:

1. Identifying the business need or problem

The customer becomes aware of a problem or need that they have and begins to search for information and solutions.

2. Exploring a solution 

The customer conducts research via various ways (online reviews, referrals, websites) to gather information about potential products or services that can meet their needs.

3. Specifying the scope 

The customer evaluates the options they have researched and narrows down their choices. They may compare features and pricing, as well as consider factors such as brand reputation and customer service.

5. Deciding the supplier and finalizing the purchase. 

The customer makes a final decision and purchases the product or service. This can be done online, over the phone, or in person.

6. Evaluating the product/service after the experience. 

After using the product or service, the customer evaluates their satisfaction and may provide feedback or leave a review.

In the modern buyer’s journey

The new buyer’s journey, also known as the modern buyer’s journey, recognizes that the process of making a purchase is no longer linear (see Figure 1). 

Figure 1. The illustration of a modern B2B buying journey

Source: CEB analysis

Customers are more likely to engage with a brand before they have a specific need, and they may research and evaluate options multiple times before making a final decision. Additionally, new technologies and channels have made it easier for customers to research and compare products and services, making the process more complex.

How is B2B buying journey different from B2C buying journey?

The biggest difference between these two buying journeys is their decision makers. Decision makers in B2C buying journey are generally individual customers while it is entire teams or departments of a business in B2B. Typically, a B2B buying group consists of 6-10 decision makers who need an agreement.³

This fundamental difference leads to others such as:

• Buying criteria: B2B buying decisions often involve a larger number of criteria such as technical specifications, scalability, and integration with existing systems. B2C buying decisions are more likely to be based on personal preferences and emotions.
• Longer sales cycles: B2B sales cycles are often longer and involve multiple meetings and presentations. B2C sales cycles are shorter, and the purchase decision is often made quickly.
• Sales teams: B2B sales teams often include specialists such as engineers or product managers, who can provide technical support and advice. B2C sales teams are more likely to be focused on customer service and building relationships.
• Marketing and sales approaches: B2B companies often use account-based marketing (ABM) and sales strategies, targeting specific accounts and decision-makers. B2C companies typically use mass-marketing and sales strategies, targeting a broader audience.
• Distribution channels: B2B products and services are often sold through intermediaries such as wholesalers or distributors, while B2C products and services are sold directly to consumers through retail outlets or e-commerce platforms.
• Budget and contract: B2B transactions often involve larger budgets and longer-term contracts. B2C transactions are usually smaller and involve shorter-term or one-time agreements.

Top 5 challenges in the B2B buying journey

1. Complexity of the journey

As we mentioned, B2B buying decisions often involve multiple decision-makers from different departments and levels of the organization. Also, as emerging technologies, products, and services enter the market, buying groups now have a greater variety of solutions to choose from.

These circumstances make it harder for customers to complete their purchases easily. The Gartner report revealed that 77% of consumers found their most recent purchase to be intricate and overwhelming.⁴

2. Non-linearity of the journey

The non-linearity in a B2B buying process refers to the fact that the process of making a purchase is highly unpredictable.

As we discussed, traditional B2B buying journeys were more predictable and linear, with a clear set of stages that a customer would go through before making a purchase. However, now with the rise of digital channels and technologies, customers have more access to information and can research and evaluate options multiple times before making a final decision (see Figure 1 again). 

On the other hand, the rise of digital channels and technologies also enables other vendors to get in touch with the same customer. This can lead to indecisiveness about the final decision and render the process non-linear.

This nonlinearity can make it difficult for B2B companies to predict when a customer is ready to make a purchase, and which stage of the buying journey they are in. This can make it challenging to:

• develop an effective marketing and sales strategy
• measure the success of these efforts
• identify the decision-makers and influencers within a buying organization and to engage with them effectively

3. Need for personalized and authentic service due to excessive access to information

More than a quarter of the customers in the B2B market conduct independent research online.⁵ Although it increases buyer awareness, buyers’ excessive independent access to information can challenge the B2B buying journey for both companies and buyers:

• For companies, it can make it more difficult for sales teams to differentiate their products or services and to effectively communicate their value proposition to potential customers. Customers may already have a good understanding of the market and may be less likely to engage with sales representatives.
• For buyers, it can lead to information overload and make it more difficult to compare and evaluate different options. With so much information available, it can be challenging to determine which sources are credible and reliable.
• For both, it can lead to increased pressure on price as buyers may have more knowledge about the market and be better equipped to negotiate. Additionally, it can also lead to an increase in the number of stakeholders involved in the buying process, making it harder to reach a consensus on purchase decisions.

Excessive information also leads to less personalized and authentic content from the customer’s perspective. Besides the availability of vast amounts of knowledge about their needs, customers desire adjustments that address the complexity of B2B buying, like obtaining a personalized account with modified catalogs and exclusive pricing along with consideration to product availability.

E-commerce is on the rise in the B2B market.⁶ Therefore, businesses must embrace an intelligent search-driven experience for their customers if they wish to be successful.

As customers become more informed, they have higher expectations for the level of service they receive. There is a need for companies to stand out by providing a more tailored and customer-centric experience.

Also, personalization and authenticity are required to build trust and credibility with customers, which is particularly important in the B2B space where the buying process is complex.

4. Lack of personal interaction due to the decreasing in-person sales process

According to research, when B2B buyers are considering a purchase, they spend only 17% of that time interacting with potential suppliers.⁷ If multiple vendors are being evaluated for the same product or service, then each sales rep can expect to get no more than 5-6% of the buyer’s attention during this process.

This means that sales reps have less influential effect on the customers and new digital channels are required for attracting potential buyers.

5. Involvement of many stakeholders

The stakeholders in a buying journey can be:

• Recommenders/influencers
• Buyers
• Decision makers
• Financial representatives
• End users

With such complexity, it’s essential to stay organized and manage the back office with precision.

Top 5 B2B buying journey best practices for vendors

1. Simplify the buying process

There are several ways that companies can simplify the complex buying process for customers in the B2B market:

• Define value proposition of the products: Define and communicate the value proposition of your products or services clearly and concisely. This will help customers understand the benefits of the products or services and make it easier to compare different options.
• Streamline the buying process: This can be achieved by automating certain tasks, such as order processing and tracking, and by providing customers with clear and easy-to-use online portals for making purchases.
• Offer helpful information: Provide customers with easy access to relevant and accurate information about products or services. This can include detailed product specifications, case studies, and testimonials.
• Enable multiple options for purchase: Provide customers with multiple options for making a purchase, such as online, phone, or in-person. This will help to accommodate the different preferences and needs of customers.
• Leverage new technology: Use technology such as AI-powered chatbot to provide customers with instant access to information and assistance during the buying process. Although 87% of consumers prefer human interaction, chatbots increase sales by 67%.

2. Adopt a customer-centric marketing strategy

To overcome the nonlinearity challenge, B2B companies can adopt a more customer-centric approach that focuses on understanding the customer’s needs and goals, as well as their buying journey. 

• By using digital tools such as marketing automation and analytics, B2B companies can track and measure the customer’s interactions with the brand and adapt their messaging and engagement strategy accordingly. 
• B2B companies can use account-based marketing (ABM) strategies to target specific accounts and decision-makers, and personalize their messaging and offers.

3. Provide useful & specific information for buyer enablement

For an effective buyer enablement, the buying process should be:

• Relevant to the customer’s specific problems in the journey 
• Easy for the customer to understand and engage with quickly and effectively
• Useful for the customer in accomplishing the intended purchase process
• Credible and backed up by data and facts 

To ensure the best customer experience, buyer enablement should be socially and emotionally resonant while exuding confidence in your brand’s distinctiveness. Doing this will guarantee a positive outcome for both customers and suppliers alike. 

To increase buyer enablement, companies can:

• Conduct customer research: Understand the specific needs and pain points of the target audience by conducting surveys, focus groups, and interviews with current and potential customers.
• Create buyer personas: Use the information gathered from customer research and data analysis to create detailed buyer personas that represent the target audience. These personas can be used to guide the creation of content and resources that meet the specific needs of different segments of the target audience.
• Use customer testimonials: Include customer testimonials and case studies in the content and resources, as they provide valuable insight into how the products or services have helped other customers solve specific problems.

4. Provide engaging and helpful digital information channels for your product

According to research, during the later stages of their purchasing journey, 83% of consumers access one or more digital information channels after the initial contact with sales (see Figure 3).⁸ As buyers are increasingly leaning on digital information platforms in their buying journeys, companies should catch up with this need.

Figure 2. Buyer use of digital channels throughout buying process

Source: CEB 2017 Digital B2B Buyer Survey

Companies can provide engaging and helpful digital information channels for their products to attract buyers by implementing these strategies:

• Use a variety of digital channels: Create a presence on multiple digital channels, such as a company website, social media, and email marketing, to reach a wider audience. This can also help to improve visibility and increase the chances of attracting new customers.
• Create a user-friendly website: Make the company website easy to navigate, with clear calls-to-action and well-organized product pages. Use visuals, such as images and videos, to showcase the products and their features.
• Create engaging and informative content: Use a variety of content formats, such as blog posts, videos, and infographics, to provide valuable information about the products and their features.
• Make use of social media: Use social media to engage with potential customers, share content and updates, and build brand awareness.

5. Centralize information exchange with the stakeholders

• Providing self-service options can help ensure buyers acquire the information they seek quickly and easily
• Enabling easy access to key lead and customer-related data can help your sales and marketing teams work more consistently.

If you have questions or need help regarding B2B buying journey, feel free to reach out:

External Links

• 1. “Busting the five biggest B2B e-commerce myths.” McKinsey, 26 January 2022, https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/busting-the-five-biggest-b2b-e-commerce-myths. Accessed 13 January 2023.
• 2. “The B2B Buying Journey | Sales Insights.” Gartner, https://www.gartner.com/en/sales/insights/b2b-buying-journey. Accessed 13 January 2023.
• 3. “Win More B2B Sales Deals.” Gartner, https://www.gartner.com/en/confirmation/publications/win-more-b2b-sales-deals. Accessed 13 January 2023.
• 4. Supra note 2.
• 5. Supra note 2.
• 6. “B2B E-Commerce.” Statista, https://www.statista.com/markets/413/topic/458/b2b-e-commerce/#statistic1. Accessed 13 January 2023.
• 7. Supra note 2.
• 8. “CEB Digital B2B Survey.” CEBglobal, https://www.cebglobal.com/content/dam/cebglobal/us/EN/best-practices-decision-support/marketing-communications/pdfs/mlc-infographic-b2b-digital-journey.pdf. Accessed 13 January 2023.