The B2B buying cycle is revving up

Examines how the pandemic has changed the B2B buyer decision-making journey and how to boost B2B marketing efforts in constrained timelines.

Michael Austin/theispot.com

While time seemed to stand still throughout much of the pandemic, the B2B buying journey gained even more speed during the nearly three-year ordeal. According to the “2022 Buyer Behavior Survey” released by Demand Gen Report and Demandbase, 35 percent of 340 B2B executives said their purchasing gained somewhat in speed this year compared to

2021, while 20 percent said they saw a significant spike during the same period. The survey also found that just six percent of respondents reported that their timeline decreased, while 38 percent said it stayed the same.

Meanwhile, the number of...

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