1、Proving Value in the Age of AISpendExpectationsProcessBuyer trustBuyers arent willing to wait to see value.Deal velocity is slowed as buying cycles have increased.Their software investments are being scrutinized by executive leadership.Buyer Behavior Report 20242Under pressure.Theres no better way t
2、o describe the intensity of the landscape that B2B software vendors face.The promise of AI is causing software buyers to open up their wallets.Still,while a majority believe software budgets are increasing over the upcoming year,the opportunity to win and retain the customers that hold those budgets
3、 is becoming more challenging.Buyers arent willing to wait to see value.Deal velocity is slowed as buying cycles have increased.Their software investments are being scrutinized by executive leadership.Knowing todays buyer and their context is more important than ever.G2 conducted our annual Buyer Be
4、havior survey of more than 1,900 B2B software buyers to understand their plans,behaviors,and attitudes,aiming to assist software and services vendors in navigating the turbulence,earning trust,and achieving growth.Theres not a software CEO who doesnt have to answer the question,“Whats your AI story?
5、”And for good reason.Our research found that while businesses are fervently seeking how AI can supercharge their strategy,they vary in how they feel it can make an impact,as well as their attitudes based on region,size,and industry.Its often said to meet buyers where they are.This years research fou
6、nd that buyers lean heavily on the trust in the voice of peers.As you read,we hope that you find the insights and advice to help you win that trust,and the continued business of your buyers.Chris VoceVP of Market Researchat G2SecurityServiceRecommendationsBuyer Behavior Report 20243Table of Contents
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