Read time: 5 minutes
In B2B marketing, we spend a lot of time focused on getting in front of the right audience. But getting noticed is only half the battle, the real challenge is understanding what makes them say yes. With buying journeys becoming longer, more complex, and increasingly scrutinised, knowing what truly influences a purchase decision has never been more critical.
Spoiler alert: it’s not just about price.
Today’s B2B buyers are making decisions based on a blend of logic and trust — value, fit, integration, experience, and post-sale partnership all play a role. And while ROI is undeniably a big driver, it doesn’t act alone. Our latest B2B buying research reveals that everything from peer validation to pricing transparency can influence who makes it to the shortlist, and who gets left behind.
In this article, we’ll unpack the top factors shaping B2B buying behaviour right now, backed by fresh data and actionable insights to help you refine your strategy and move prospects from curious to committed.
Price and ROI are always in the spotlight
With constant budget scrutiny, it's no surprise that 65% of B2B buyers cite price or ROI as the most influential factor when making final decisions. Budgets may vary, but the demand for clear value is universal.
Research from Gartner backs this up, highlighting that B2B buyers are increasingly risk-averse and require quantifiable financial outcomes before committing to a purchase.
However, focusing on price alone can be misleading. The real differentiator is demonstrating how your solution drives meaningful ROI, whether that's through revenue growth, operational efficiency, or competitive advantage. Messaging must go beyond pricing grids to storytelling that anchors price within the broader value narrative.
Building functional confidence around features and capabilities
64% of buyers pointed to product features and capabilities as a deciding factor, making it almost as important as price. This is especially true for small businesses, where 73% prioritise product functionality even ahead of cost.
In an age of rapidly evolving tech stacks, buyers aren’t just looking for solutions that meet today’s needs. They’re hunting for products that can scale, adapt, and deliver future-proof value. According to McKinsey, successful companies are those that "experiment, invest, and commit to omnichannel sales as the path to sustainable growth," emphasising the need for products that are versatile and scalable.
For marketers, this underscores the importance of moving beyond generic feature lists. Instead, focus on solution storytelling by demonstrating how your product effectively solves specific challenges and delivers tangible benefits in real-world scenarios.
Seamless integration is the hidden dealbreaker
When buyers consider a new vendor, 54% list integration or compatibility with existing tools as a top three factor. This often makes or breaks deals, especially among enterprise buyers, where existing ecosystems are complex and tightly interwoven.
According to Forrester’s Predictions 2024: Enterprise Software webinar, companies are increasingly prioritising solutions that offer seamless interoperability and minimal disruption to their existing environments. With businesses accelerating digital transformation, the tolerance for complicated, siloed technology is shrinking fast.
For marketers, this means integration stories need to move front and centre. Rather than leaving technical fit as an afterthought, it’s critical to proactively demonstrate how your solution connects, enhances, and strengthens existing investments, making it clear that adopting your product is an enabler, not a disruptor.
Peer validation is the silent persuader
Although peer validation (such as case studies, reviews, and testimonials) didn't crack the top three decision factors, it remains a crucial influence, with 90% of buyers considering it important (over half – 52% – viewed it as extremely important).
Edelman’s Trust Barometer notes that peer voices are just as trusted as scientists. For B2B marketers, this means that third-party validation isn't just helpful, it's essential for earning buyer confidence.
Smart marketers treat peer validation as a core part of the buying journey, not an afterthought. They embed customer success stories, authentic reviews, and real-world endorsements throughout every touchpoint, making it easy for prospects to see proof of value wherever they are in their decision process.
Pricing transparency is non-negotiable
The traditional tactic of delaying pricing conversations no longer fits modern buyer expectations. 74% of B2B buyers now expect clear and detailed pricing upfront, and only 22% are comfortable waiting until later in the journey.
Transparency fosters trust, simplifies qualification, and speeds up decision-making. According to TrustRadius, buyers are increasingly self-directed, with 100% wanting to self-serve all or part of their buying journey. Buyers want easy access to pricing, features, customer proof, and ROI information, without needing to engage a salesperson first.
For marketers, this shift demands full transparency, not just around cost, but around value. It's not just about listing prices — it's about positioning them within a strong, tailored ROI narrative that helps buyers justify their investment independently and confidently.
Post-purchase support is more than just an afterthought
Winning the deal isn’t the finish line, it’s the starting point of a long-term relationship. 90% of B2B buyers say that post-purchase support and relationship management significantly influence their vendor choice, with 49% calling it a major influence.
That tells us one thing loud and clear: buyers aren’t just evaluating products, they’re assessing long-term partnerships. Accenture highlights that customer experience doesn’t end at the point of purchase. It includes every interaction that follows — from onboarding to ongoing support, and each one is a chance to reinforce value, deepen trust, and build loyalty.
For marketers, this means going beyond the promise of functionality. It’s about clearly communicating how your organisation supports customers beyond the sale, whether that’s through proactive success management, responsive service, or consistent delivery of value long after the contract is signed.
Turning insight into impact
The B2B buyer journey today demands more than just product excellence or attractive pricing. It’s about offering value, trust, compatibility, transparency, and partnership — all at once.
Marketers who adapt to this broader, human-centric view of B2B buying behaviour won't just close deals, they’ll create the kind of enduring customer relationships that fuel long-term growth.
