Business Growth with B2B Buyer Loyalty

B2B Buyer Loyalty: Lights the Way to Business Growth [Infographic]

How certain are you that your organization will be asked to bid in future opportunities with a coveted account? How sure are you that customers will recommend your brand to colleagues and friends?

Primary Intelligence’s latest industry report found that 46% of all B2B buyers say they’ll consider evaluated vendors for future business opportunities with their organizations.

The report also revealed that just 40% of buyers gave high marks to vendors when asked their opinion about product quality. Even fewer buyers—just 39%—said they’d recommend the vendors they evaluated to other companies and friends.

One key takeaway: Stay in touch with buyers, even when a sales deal is lost.

Check out the infographic below to learn more about B2B buyer loyalty and how a sales engagement can influence a buyer’s perception on your product, whether or not you’ll get a referral, and your chances for future business.

B2B Buyer Loyalty Infographic


Below are additional insights about buyer loyalty indicators from Primary Intelligence’s 2016 B2B Buyer Loyalty report.

Product Quality

Recommendation Likelihood

Future Business

  • Over half of all B2B buyers (54%) indicated they will only give some consideration (30%) or no consideration (24%) to future business with vendors they previously considered in product evaluations.
    • Firms in this category must determine reasons for buyers’ lack of confidence in their abilities for future business, such as potential concerns about product effectiveness, poor customer references, or long-term financial viability.
  • Of the 46% of buyers who will consider vendors in future evaluations, 44% of buyers said they’ll consider losing vendors, while 66% of buyers will only consider winning vendors.
    • Losing vendors must stay in close contact with prospects over the long term to remain top of mind in future evaluations.
  • Nearly two thirds (64%) of buyers whose overall satisfaction with their chosen vendor is poor say their likelihood of doing future business with that vendor is also low.
  • 55% of Healthcare buyers plan to consider the vendors they evaluated for future business opportunities; only 28% of Software buyers will consider past vendors for future business.
  • Nearly 50% of North American buyers indicated a strong likelihood of future business with evaluated vendors while less than one third of buyers in Asia Pacific and EMEA plan to consider evaluated vendors for future business engagements.

Interested in the full report? Check out the B2B Buyer Loyalty report snapshot for more information.View the Report Snapshot

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