The dynamics of B2B buying are evolving and brands need to adapt to meet the shifting expectations of modern buyers. We conducted a survey about B2B buying behavior and found that today’s buyers are more cautious and risk-averse, driven by economic uncertainty and the need for greater transparency.

In fact, our report, 2024 B2B Buying Disconnect: The Year of the Brand Crisis, reveals a growing convergence between B2B and B2C buying behaviors, with B2B buyers now expecting the same level of trust, personalization, and accessibility they experience as consumers.

So, how can vendors build trust and win over these increasingly cautious buyers? The answer lies in creating genuine, transparent relationships and offering resources that empower buyers to make informed decisions. Here are five key strategies for aligning your approach with the modern B2B buying journey.

How to win over B2B buyers

1. Prioritize trust-building resources early in the journey

Gone are the days when B2B buying decisions were made by a single person. As businesses grow more complex and decision-making becomes more collaborative, the buying process now typically involves multiple stakeholders. According to our report, 68% of small businesses, 70% of mid-sized companies, and 53% of enterprises involve two to five members on their buying committees. Many of these decision-makers are senior-level employees, and they must build confidence in a product before making a purchase.

This shift presents both challenges and opportunities for vendors. On one hand, you’re no longer selling to just one person; you’re selling to a team of decision-makers with different perspectives and concerns. On the other hand, if you can provide the right resources early in the buyer’s journey, you can build trust and guide the decision-making process.

Key touchpoints like product demos, customer reviews, and free trials are among the most influential resources for today’s B2B buyers. Yet, many vendors underutilize these tools or delay offering them until later in the sales cycle. By making these resources available early—through self-serve, ungated experiences—vendors can address buyers' needs before they even engage with a salesperson.

Actionable tip: Offer prospects the ability to explore your product on their own terms by creating self-serve demos. Interactive demos or recorded walk-throughs can help buyers visualize how your product works in their environment, while also empowering them to make more informed decisions. This not only accelerates the research phase but also builds trust with multiple stakeholders involved in the purchase.

2. Leverage customer feedback for authenticity

In an age where buyers are increasingly skeptical of traditional marketing messages, authentic customer feedback has become a critical factor in the decision-making process. User reviews are a top resource for B2B buyers. In fact, user reviews consistently rank among the top three most consulted resources, while our report found that reliance on traditional analyst reports has declined to an all-time low of just 16%.

What’s driving this shift? Simply put, buyers trust the experiences of their peers more than polished marketing collateral. Genuine feedback from real users provides unbiased insights into product performance, which is particularly important in today’s risk-averse market. As a result, vendors who prioritize customer reviews and actively encourage user feedback are better positioned to build trust and credibility.

Actionable tip: To harness the power of customer feedback, make it easy for satisfied customers to leave reviews. Whether through direct email outreach or in-app prompts, a simple nudge can lead to valuable feedback that potential buyers will consult. Additionally, feature user reviews prominently on your website and product pages to build credibility early in the buying journey. Be transparent and engage with negative reviews thoughtfully—addressing concerns openly shows you’re committed to continuous improvement and fosters even more trust.

3. Reengage previous customers for repeat business

One of the most overlooked strategies for building trust and driving sales is reengaging previous customers. Our report revealed that only 26% of vendors make an effort to reconnect with past customers, even though prior experience with a product is one of the most influential resources for buyers. When customers have had a positive experience with your product, they are more likely to advocate for it in future buying decisions, even if they’ve moved on to new companies.

Reengaging previous customers not only creates opportunities for future sales but also reduces risk for new buyers. When a prospective buyer sees that your brand has a strong track record with customers who return to your product, they are more likely to feel confident in their decision.

Actionable tip: Develop a reengagement program specifically for former customers. For example, when a customer transitions to a new company or takes on a new role, send a personalized message congratulating them and offering tailored solutions for their current challenges. This proactive approach keeps your brand top-of-mind and demonstrates your commitment to long-term relationships, which can pay dividends in future deals.

4. Optimize your website for buyer research

For many B2B buyers, the first impression they get of your product or brand comes from your website. According to our report, 47% of buyers consult vendor and product websites as part of their research process. However, websites are rarely listed among the top reasons vendors believe they’ve won deals—indicating a significant disconnect between what buyers need and what vendors are delivering online.

In today’s digital-first world, your website is your digital front door. A well-optimized website that provides clear, relevant, and easily accessible content can play a critical role in building trust with buyers. When buyers visit your site, they should be able to quickly find information that addresses their specific challenges and offers solutions tailored to their needs.

Actionable tip: Conduct a thorough audit of your website’s content to ensure it aligns with the buyer’s journey. Your website should include detailed product descriptions, case studies, customer testimonials, and educational resources that speak directly to the needs of your target audience. Additionally, consider the user experience—ensure your site is easy to navigate and visually engaging. An intuitive, user-friendly design not only makes it easier for buyers to find what they’re looking for, but also reinforces the credibility of your brand.

5. Offer free trials to build confidence

One of the most effective ways to build buyer confidence is by offering free trials or pilot programs. We found that 74% of B2B tech buyers identified free trials as one of the most influential resources in their decision-making process. Despite this, many vendors still hesitate to offer free trials, often out of concern that it might not lead to conversions.

The truth is, free trials provide buyers with an invaluable opportunity to experience your product firsthand, reducing perceived risk and allowing them to evaluate how well it meets their needs. When buyers can test your product in their own environment, they are more likely to feel confident in their decision to invest.

Actionable tip: Implement a strategic free trial program that includes personalized onboarding and support. Guide trial users through the process with tutorials, check-ins, and resources that help them see the value of your product. Additionally, have a clear plan in place to convert free trials into paying customers, whether through automated follow-ups or offering incentives for upgrading to a paid plan.

Adapting to what B2B buyers want

The modern B2B buyer is more informed, collaborative, and cautious than ever before. As the lines between B2B and B2C buying behaviors continue to blur, buyers expect greater transparency, personalization, and access to information. To meet these expectations, vendors must adapt their go-to-market strategies to focus on building trust at every stage of the buyer’s journey.

By offering self-serve demos, leveraging customer feedback, reengaging past customers, optimizing your website, and providing free trials, you can build the confidence buyers need to make informed decisions. In a competitive and risk-averse market, trust is your greatest asset—and brands that prioritize it will be well-positioned for long-term success.

FAQs about what B2B buyers want

About the Author

Post by: Allyson Havener

As a ballerina turned marketer, Allyson Havener is the CMO at TrustRadius, a buyer intelligence platform. She leads marketing strategy to create a marketplace for both technology providers and buyers. With a track record in B2B SaaS, she is an action-oriented, go-to-market leader that builds marketing teams and programs that generate revenue. Her in-depth understanding of the customer journey, combined with a data-driven approach has given her and the tech companies she has worked for a competitive advantage.

Company: TrustRadius
Website: www.trustradius.com