B2B buyers see persistent problems with tech vendors

B2B buyers’ pain points when dealing with technology vendors have persisted — and in some cases, worsened — over the last year, according to Hero Digital’s annual B2B Buyer Report. 

The persistent pain points include:

• Inconsistent product or service information across channels (45%).
• Difficulty connecting with support teams knowledgeable about their issues (39%).
• Companies not evolving as fast as their industry and customer needs (35%).
• Understanding how products would fit their business (35%).
• Finding product or service information that is up to date (35%).

These are consistent with concerns buyers expressed in 2022, underscoring the need for better product and pricing information — and the lack of progress made in this area thus far.

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What buyers don’t want. Buyers also have strong opinions about what they don’t want when working with B2B companies. The top deal-breakers include:

• Lack of transparency in fulfillment processes (48%).
• Supply chain issues/order delays (47%).
• Inconsistent communication (32%).

Will pay more for a good experience. Despite the pain points they experience, buyers are willing to pay more for a good experience: 81% said they would pay a higher price for a product or service if the supplier had excellent ecommerce and customer portal capabilities.

Why we care. Buyers are looking for companies that are continuously innovating and improving their digital capabilities. Nearly all (94%) of B2B buyers said their company prefers to work with companies that continuously evolve their digital capabilities and experiment with offerings.