G2’s Buyer Behavior Report 2024 reveals that B2B software buyers demand immediate value amid increasing scrutiny from executive leadership. Despite growing software budgets driven by AI promises, buyers face longer decision cycles and heightened pressure to justify investments quickly. G2’s data-driven insights help vendors understand evolving buyer expectations, enabling them to accelerate deal velocity, build trust, and demonstrate clear ROI. By leveraging G2’s comprehensive reviews and market intelligence, software providers can better align offerings with buyer needs and win competitive deals in a challenging landscape.

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