The B2B Buying Journey: What Marketing Leaders Need to Know in 2025

The B2B buying process has evolved dramatically. Today’s buyers are more informed, more selective, and more independent than ever before. Recent research from Wynter reveals exactly how B2B SaaS marketing leaders make purchasing decisions in 2025.

This comprehensive study of 100 B2B SaaS marketing executives from companies with 200+ employees uncovers the critical touchpoints, decision factors, and stakeholder dynamics that shape modern B2B purchases.

Let’s dive into what really matters in the B2B buying journey and how you can position your company for success.

The Modern B2B Buying Journey: A Roadmap

The B2B buying journey follows a predictable pattern, though the exact sequence varies by organization:

1. Requirements mapping – Identifying problems and defining must-have vs. nice-to-have features
2. Building a consideration set – Researching potential vendors through Google, review sites, and peer recommendations
3. Self-education – Investigating shortlisted vendors through websites, reviews, and interactive demos
4. Formal evaluation – Demos, trials, and stakeholder discussions
5. Final decision – Typically involving 5 decision-makers

As one CMO in the study explained: “We identify a specific problem and come up with a list of requirements. Then, we put together a shortlist of vendors using Google and recommendations from friends. Next, we do a deep-dive into the website of each candidate and earmark 3-5 vendors — whom we invite to pitch to a cross-functional team. Finally, we negotiate pricing and sign a contract.”

The Critical First Step: Mapping Requirements

Before any vendor research begins, companies engage in a thorough internal process to define their needs. This involves asking three fundamental questions:

1. What is the problem or business opportunity?
2. What would be nice to have?
3. What does the perfect solution need to have?

This requirements-mapping phase is crucial because it establishes the criteria against which all potential solutions will be evaluated. Companies that skip or rush this step often end up with solutions that don’t fully address their needs.

How B2B Buyers Build Their Consideration Sets

The research reveals two primary paths buyers take when starting their vendor research:

Path 1: Category Search (54%)

Most buyers begin with a category search to identify possible vendors. They Google the category name and examine search results, or look up vendors from G2 or Trustradius categories.

As one Chief Revenue Officer put it: “I will google the issue and solution providers, then ask within my peer group before narrowing down 2 or 3 vendors to dive deeper on. Then do a + – on them and rank them.”

Some companies also consult industry analysts and reports from organizations like Gartner and Forrester to identify potential vendors and gain insights into market leaders and emerging players.

Path 2: Specific Vendor Search (42%)

A significant portion of buyers start by looking into specific vendors they already know. This list comes from peer recommendations, brands they’ve been following, or category leaders they’re familiar with.

An SVP of Marketing explained: “If we’re not already ‘solution aware,’ then we’ll tap our networks or explore solutions on G2. However, most of the software we purchase already has a preferred vendor in mind, which speeds things up. In these cases, we’re required to explore other vendors/solutions as well, and those generally require a bit more research if there isn’t a clear direct competitor.”

The Power of Mental Availability and Word of Mouth

These findings highlight two critical factors for vendors:

1. Mental availability – When you stay top of mind (and in search results) for buyers through content marketing, branding, and SEO, you elevate your chances of being shortlisted.
2. Word of mouth – People’s actual experiences with your product matter most, so investing in customer support and cultivating relationships is essential. People do business with and recommend people they like.

The Power of Peer Recommendations

Perhaps the most striking finding: 58% of marketing executives rely on their networks to build a shortlist of vendors.

“I would research using Google, CMO Coffee Talk Slack channel, and Pavilion Slack channel for initial recommendations of vendors,” shared Heather, VP of Marketing.

Another VP of Marketing, Nicole, stated: “I usually go to one of my communities I’m in: Pavilion or CMO Coffee Talk and search there first or ask for recommendations.”

Some buyers bypass extensive online research altogether. As Eric, VP and Head of Marketing, noted: “We start with Google, G2…but honestly someone usually has suggestions already before we search online. So we don’t always look.”

The Psychological Factors at Play

The dominance of peer-influenced processes reveals two powerful psychological principles at work:

1. The bandwagon effect – Your product has a higher chance of being selected as buyers are influenced by their circle of peers.
2. Availability bias – Buyers tend to pay closer attention to newly acquired information. So when they see you in search results after hearing about you from peers, they’re already predisposed to buying from you.

When ranking the factors that influence which vendors they consider, the results are clear:

1. Word-of-mouth recommendations (73% ranked it first, with a score of 6.5 out of 7)
2. Third-party reviews (G2, Trustradius, etc.) (score of 4.74)
3. Market share/brand fame (score of 4.63)
4. Supplier content (social, blog, webinars, etc.) (score of 3.95)
5. Google search results (score of 3.93)
6. Supplier ads (score of 2.25)
7. Cold outreach/sales rep contact (score of 2.0)

This hierarchy demonstrates that trust and credibility from peers far outweigh direct marketing efforts. Cold outreach and supplier ads ranked at the bottom, showing their limited effectiveness in the initial consideration phase.

Buyers Come Prepared: The Self-Education Phase

One of the most significant findings: 91% of buyers come to sales meetings already familiar with the vendor. Only 8% report having minimal familiarity.

Before engaging with sales, buyers are thoroughly researching vendors on their own:

• 97% examine the vendor’s website
• 81% check third-party reviews
• 82% use interactive demos or virtual tools
• 40% review social media content
• 33% interact with digital ads
• 30% read blog content
• 48% use supplier’s interactive tools

As one SVP of Marketing stated: “We are extremely familiar with a vendor before getting on a sales call with them. We do the bulk of our research ahead of time and generally come in with a strong POV and questions ready to go.”

Janelle, Head of Marketing, echoed this sentiment: “By the time I get on a sales call I have usually done my own due diligence, understand the product differentiators and value, and have narrowed down to a short list. I just need to evaluate if the pricing aligns with the budget.”

What Buyers Want to Find Out Above All

During this self-education phase, buyers are primarily focused on two questions:

1. Can you solve their problems? (clarity, relevancy, value)
2. How is your tool different and/or better? (differentiation)

Most B2B SaaS websites completely ignore differentiation and communicate as if they’re the only one doing what they’re doing. These brands are likely not getting into the final three as often.

This means your digital presence must effectively communicate your value proposition and differentiation without direct sales involvement.

The Shortlisting Battle: Getting Into the Final Three

The research shows that 78% of B2B buyers shortlist only 3 vendors for demos. This makes the pre-sales phase critical – you need to win the shortlisting battle without ever talking to the buyer.

Mike, a CMO, described the process: “We look at 3 or 4 vendors that we think would meet our needs, have discussions with the sales reps, get demos, have internal team discussions, and make the selection. We do not have a procurement function. If the application is in budget, and legal approves the terms, we move forward to contract.”

How do you make it into the final three? The research points to three key factors:

1. Word of mouth – 58% of executives rely on peer recommendations, which they value above all else
2. Website effectiveness – 97% of buyers check your website, making it your most important marketing asset
3. Interactive demos – 82% use interactive demos or virtual tools to evaluate products before formal sales engagement

Other influential factors include market share/brand fame (category leaders usually earn a spot by default) and vendor content (social, newsletter, blog).

The content can get you into the initial larger consideration set (someone from the buyer team following your content over a longer period of time), but to make it into the final three, the listed three items still matter most.

The Sales Experience Still Matters

Despite the shift toward self-service in many areas, 83% of buyers follow a traditional purchase process through a sales rep. In fact, 50% of marketing buyers in B2B prefer this approach, compared to 27% who prefer pure self-service and 25% who prefer rep-assisted self-service.

This goes to show that human interaction can make or break a deal. When 4 out of every 5 buyers are talking to your sales rep, the pitch matters.

When asked what adds the most value in the vendor selection process:

• 49% said sales presentations/demos
• 23% said virtual/interactive demos on the website
• 14% said third-party reviews
• 14% said the supplier website

As one CMO noted: “If it is software, then an online demo is a MUST-HAVE.”

Not only is the sales demo important, but 49% report that it adds the most value in the sales process – more than interactive demos and trials, reviews, or the marketing website.

The Decision-Making Committee: Five Stakeholders

The typical B2B purchase involves a median of five decision-makers, and their concerns evolve throughout the buying journey.

During the shortlisting phase, stakeholders focus on whether your solution solves their core problem. In the final sales stage, they dig deeper into specifics.

Andrey, VP of Growth and Marketing, described a typical process: “Typically, the process starts with one of my team members coming across a new tool, testing it out themselves, and then telling me about it (assuming it’s a freemium model). After that, we loop in other members of the team and schedule demos. If it’s a good fit — we buy it, as long as I do not exceed my budget.”

Initial Stakeholder Questions:

• Can you demonstrate how your solution addresses our specific business problem mentioned in our RFP?
• How does your solution integrate with our existing tech stack, specifically CRM, ERP?
• What security features are built into your product, and how do you ensure data protection compliance?
• What is the pricing structure for your solution, and are there any additional costs we should be aware of?
• To what extent can your solution be customized to meet our unique needs?

Final Stakeholder Questions:

• Can you provide case studies or examples where clients saw an ROI after implementing your solution?
• What levels of support do you offer, and how do you handle critical issues or downtime?
• How does your solution comply with specific compliance standards and regulations (e.g., SOC2, GDPR, HIPAA)?
• How long has your company been in business, and can you provide references from long-term clients?
• How does your solution scale as our business grows, and are there any limitations on scalability?

It makes sense to have content that answers these types of questions at the ready.

Interactive Experiences: The Cornerstones of B2B Buying Decisions

The research highlights the critical role of interactive experiences in the B2B buying process:

• 49% voted sales demo as the linchpin of the selection process
• Interactive website demos came in second with 23% of votes
• Review sites and websites tied for third with 14% votes each

This implies that once buyers are out of the initial research phase, the sales experience carries the day. They know all about you. It only makes sense that you should know all you can about them too.

Research your buyer, understand their pain, and use your time strategically. At this stage, 90% of buyers are evaluating approximately 3 vendors, so every differentiator counts.

Key Takeaways for B2B Marketers

1. Invest in Your Digital Presence

Your website isn’t just a brochure – it’s your most critical sales tool. With 97% of buyers examining your site before engaging with sales, it must clearly communicate your differentiated value proposition.

Most B2B SaaS websites completely ignore differentiation and communicate as if they’re the only one doing what they’re doing. To stand out, focus on:

• Clearly articulating the problem you solve
• Highlighting your unique approach or methodology
• Showcasing specific features that differentiate you from competitors
• Providing evidence of results through case studies and testimonials

2. Prioritize Customer Advocacy

Word-of-mouth recommendations are the most influential factor in vendor consideration, with 73% of buyers ranking it first. Focus on creating exceptional customer experiences that turn clients into advocates.

Strategies to enhance word-of-mouth include:

• Implementing a formal customer success program
• Creating communities where customers can connect with each other
• Developing a referral program that incentivizes recommendations
• Regularly soliciting and acting on customer feedback
• Providing exceptional support that goes beyond expectations

3. Make Your Product Accessible

Interactive demos and virtual experiences are essential. With 82% of buyers using these tools to evaluate products, providing hands-on experience without sales involvement is crucial.

Consider implementing:

• Interactive product tours that highlight key features
• Sandbox environments where prospects can explore the product
• Free trials with guided onboarding
• Video demonstrations of common use cases
• Live chat support during the self-exploration phase

4. Don’t Neglect Review Sites

Third-party validation matters. Actively manage your presence on G2, Trustradius, and other review platforms that 81% of buyers consult.

Best practices include:

• Regularly encouraging satisfied customers to leave reviews
• Responding promptly and professionally to all reviews, especially negative ones
• Highlighting positive reviews on your website and in marketing materials
• Addressing common concerns mentioned in reviews through product improvements
• Monitoring competitor reviews to identify opportunities for differentiation

5. Prepare for Multiple Stakeholders

With five decision-makers typically involved, your content and sales approach must address the concerns of various roles and perspectives.

Create targeted content for:

• Technical evaluators who care about implementation and integration
• Financial decision-makers focused on ROI and total cost of ownership
• End-users concerned with usability and functionality
• Security and compliance teams evaluating risk
• Executive sponsors looking for strategic alignment

6. Optimize Your Sales Process

Despite the shift toward self-service, 83% of buyers still purchase through sales reps, and 49% say the sales demo is the most valuable part of the selection process. Make sure your sales team is equipped to deliver exceptional experiences.

Focus on:

• Thorough discovery to understand the prospect’s specific needs
• Customized demos that address the unique challenges of each prospect
• Clear articulation of differentiated value
• Addressing the specific concerns of each stakeholder
• Providing compelling evidence of ROI and success metrics

Account-Based Marketing: A Natural Fit

The findings from this research align perfectly with account-based marketing (ABM) principles. When buyers rely heavily on peer recommendations and shortlist only three vendors, a targeted approach makes sense.

ABM allows you to:

• Focus resources on high-value accounts
• Tailor messaging to specific stakeholder concerns
• Build relationships before the formal buying process begins
• Create personalized experiences that address the unique needs of each account

Implementing ABM Based on the Research

1. Target accounts where you have existing connections
   Since 58% of buyers rely on peer recommendations, prioritize accounts where you have relationships with current customers or partners.
2. Develop content for each stage of the journey
   Create awareness content for the requirements-mapping phase, consideration content for the shortlisting phase, and decision content for the final evaluation.
3. Personalize website experiences
   With 97% of buyers visiting your website, use account-based personalization to deliver tailored messaging to target accounts.
4. Invest in interactive experiences
   Develop custom demos and interactive tools that address the specific needs of high-value accounts.
5. Prepare for multiple stakeholders
   Map the decision-making committee at each target account and create personalized outreach for each stakeholder.

By combining ABM strategies with insights from this research, B2B marketers can position themselves to win the shortlisting battle and deliver compelling sales experiences.

The Psychology of B2B Buying

Understanding the psychological principles at play in B2B buying can help marketers design more effective strategies:

1. Availability Bias

Buyers tend to pay closer attention to newly acquired information. This is why being visible in multiple channels (search, social, review sites) increases your chances of being considered.

2. The Bandwagon Effect

Buyers are influenced by their peers’ choices. Highlighting your customer base and facilitating peer recommendations leverages this principle.

3. Confirmation Bias

Once buyers have a positive impression of your brand, they tend to seek information that confirms this view. This is why consistent messaging across all touchpoints is crucial.

4. Loss Aversion

Buyers are more motivated to avoid losses than to achieve gains. Highlighting the risks of not choosing your solution can be more effective than focusing solely on benefits.

5. Decision Fatigue

With multiple stakeholders and vendors to evaluate, buyers experience decision fatigue. Simplifying the evaluation process and providing clear, concise information can give you an advantage.

Conclusion

The B2B buying journey has become more complex, but the path to success is clear. Buyers are doing their homework, relying on peers, and evaluating vendors extensively before engaging with sales.

The overall buyer journey for B2B SaaS follows a straightforward pattern:

1. Requirements gathering – Mapping out needs
2. Building an initial consideration set – Asking peers, googling the category, looking at G2/Trustradius
3. Shortlisting the final 3 – Going through vendor websites, checking out interactive demos, sandboxes, reading reviews
4. Demos – Most prefer to buy through a sales rep
5. Decision – On average, 5 stakeholders involved
6. Purchase – Finalizing the deal

To succeed in this environment, B2B marketers must:

1. Build strong brand awareness and reputation
2. Create exceptional digital experiences
3. Facilitate peer recommendations
4. Prepare for multiple stakeholders
5. Deliver compelling sales presentations

By understanding how B2B SaaS marketing leaders make purchasing decisions, you can align your marketing and sales efforts to meet buyers where they are and guide them through each stage of their journey.

The companies that win aren’t necessarily those with the biggest budgets or the most aggressive sales teams. They’re the ones that understand the modern B2B buying journey and create experiences that address buyers’ needs at every step of the process.