The 2020 B2B Buyer Behavior Study reveals significant shifts in purchasing due to the COVID-19 crisis. While 47% of buyers delayed purchases due to budget freezes, over half continued or escalated plans. Buyers increasingly expect personalized engagement, with 82% adapting decisions to changing needs and 77% spending more time on research. The buying process has become more complex, with extended timelines, increased team involvement, and detailed ROI analysis. Personalized content and engagement are critical, with buyers seeking relevance and industry-specific insights from vendors.

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