About This Study


This study was designed by PeopleMetrics to help sales, marketing, and customer experience leaders in business-to- business companies better understand the buyer journey.


PeopleMetrics worked with Instantly, an online panel company, to conduct 750 online surveys with B2B decision makers purchasing products and services from: Accounting and Tax providers, Commercial and Business Banking providers, Telecommunications & Data providers, and other Professional Service firms.


With regard to decision-making level in the company, 17% were CEO/Owners/C-Suite Executives and a further 40% were senior management. The average age was 39 years, and 58% of the sample were male and 42% were female.


Of the wide range of industries represented, the largest representation was from: Finance, Insurance, Real Estate, and Technology/Computer-Related Services.


With regard to company size, there is a fairly even distribution across small, medium, and large businesses:


• Average number of employees: 800 • Average annual revenue: $360M


8% 7% 6% 9% 22% 10% 6%


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24% 8%


Engineering/Construction Finance, Insurance, Real Estate Manufacturing Health Services/ Pharma Professional Services Technology/Computer Related Services Retail/Hospitality/Consumer Services Public Admin/Utilities Other


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