target audience: TECH SUPPLIER Publication date: Sep 2024 - Document type: IDC Survey - Doc Document number: # US51757224
2024 Tech Buyer Behavior Survey Results
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Abstract
This IDC Survey addresses tech buyer digital behaviors while balancing their preferences for personalized communication. The survey examines how digital and AI are impacting the buying journey. The survey seeks to further define the role of human interaction in the buying journey as the acceleration of digital buying preferences occurs. The survey explores trust factors and the impact of trust and customer experience on the buyers' willingness to purchase vendor products. It examines tech buyers' propensity to switch vendors and the main underlying reasons. The survey highlights factors impacting tech buying and tech spending. This document is intended to help B2B tech vendor executives better understand their buyers and therefore adapt their experience and marketing and sales practices to improve customer experience and business results.
"The accelerated pace at which B2B buyers are shifting their buying behavior, adopting digital and AI, and changing their search habits is a wake-up call for marketers," says Laurie Buczek, research vice president, CMO Advisory Practice at IDC. "The standard marketing playbook is no longer effective, leaving marketers to quickly evolve their strategy, organizational structure, skill sets, and tactics."