B2B buying decisions are shifting towards personal factors like trust and values, which now influence 42% of choices, a 10% increase since 2021. Research from Dentsu, presented at the Marketing Research Society’s B2B Conference, highlights that while professional drivers still hold sway, the emotional and personal elements are becoming more significant. Matt Botham from B2B International points out that 30% of brands face rejection before any contact, emphasizing the need for businesses to cultivate trust from the outset. A majority of buyers come to the table with a predetermined list, making first impressions vital. Most B2B marketers focus heavily on brand identity, but only 5% achieve what’s termed “hyperpersonalisation.” This gap is a missed opportunity. While 71% of marketers believe they communicate a strong brand position, only 39% of buyers feel suppliers tailor offers to their needs. The B2B buying journey is complex, involving around 42 touchpoints and various purchaser types. Expectations are rising, yet only 41% of suppliers are rated highly for onboarding processes, indicating significant room for improvement. The key takeaway is that buyers prioritize trust and a personalized experience. Brands that can offer a sense of safety and align with client values are more likely to stand out. As Botham states, the ability to establish trust and deliver a personalized experience is what ultimately sways buyers in their decision-making process.