2025 B2B Buyer Benchmark Report
Industry-specific friction, digital demands, and winning moves
Get an inside look at what drives buyer decisions — how they think, choose, and commit — so you can create better, more effective customer experiences.
Inside the report
Today’s B2B buyers are moving faster than ever, and they’re not waiting for brands to catch up. Based on an independent survey of 900+ senior decision-makers across manufacturing, industrial, and tech sectors in EMEA, the 2025 B2B Buyer Benchmark reveals what buyers now demand: instant access, seamless autonomy, and digital interactions that feel as intuitive as their personal lives.
You’ll learn where the biggest growth opportunities are hiding, how industry leaders are closing the experience gap, and which investments yield the greatest returns. See how to turn persistent customer frustration into market advantage — and walk away with granular recommendations tailored to your industry.
What B2B buyers demand:
Self-service is non-negotiable
84% of B2B buyers say self-service tools are critical when choosing a vendor. Real-time pricing, inventory access, and easy reordering are now baseline expectations.
Friction isn’t just annoying — it’s a dealbreaker
Top frustrations include lack of pricing transparency (39%), slow vendor response (24%), and time-consuming reordering (35%). Companies that don't address these issues risk losing business to faster competitors.
Industry matters most
The biggest divides in buyer needs aren't between countries—they're between sectors. Aerospace, packaging, manufacturing, and energy buyers each demand tailored digital features. Winning strategies are industry-specific.
