3 B2B Marketing Trends Reshaping Software Buying in 2024

Trend #1: Customer reviews significantly influence software purchase decisions

Customer reviews are more than just feedback — they are pivotal in shaping buyer experience, perceptions, and decisions in the software purchase journey. Per our survey data, reading reviews before making a purchase decision is important for 98% of buyers,* underlining their decisive role in software selection. Insights gleaned from user reviews not only provide a glimpse into the software solution’s real-world application but also significantly impact buyer confidence.

The rapid growth of the software industry has further elevated the relevance of recent reviews. A staggering 92% of buyers trust reviews written in the past year,* highlighting the demand for current feedback. Recent reviews ensure prospective buyers get a relevant perspective from existing users, reflecting the latest software updates, features, and user experiences.

The importance of verified reviews is crucial to the software buying process, with 66% of buyers prioritizing reviews verified by a third-party for its trustworthiness.* In today’s market of information overload, verified reviews stand out for their authenticity, helping build trust among potential software buyers by confirming the credibility of customer experience.

Trend #2: Investment in AI-powered software is set to increase

As 2024 unfolds, artificial intelligence (AI) is emerging as a pivotal trend reshaping business strategies and decision-making when it comes to B2B marketing trends. Interest in AI technology is soaring across industries, with 92% of businesses considering investing in AI-powered software in 2024.* This enthusiasm is likely driven by AI’s potential to transform operations, enhance productivity, and provide businesses with a competitive edge.

Widespread investment in AI underscores a deep recognition of its importance in sparking innovation and streamlining operations. This is especially true in the case of account-based marketing (ABM), where AI technology plays a crucial role. By leveraging AI, businesses can personalize their marketing efforts more effectively, targeting specific accounts with precision and thereby improving engagement and conversion rates.

The decision to invest in AI also reflects an understanding among organizations that to remain competitive, they must embrace technologies that enable them to analyze large datasets quickly, predict B2B marketing trends, and make informed decisions faster than ever before.

Trend #3: Data privacy and security is a top concern for software buyers

When businesses choose software providers, a robust security reputation is non-negotiable. Providers are scrutinized for their ability to protect user data and prevent cyberattacks or data breaches that could result in financial, legal, and reputational damage. It’s not surprising then that 46% of buyers who made a recent software purchase selected the provider because of their security certifications, reputation, or data privacy practices.* 

This trend underscores the growing prioritization of software solutions that can address complex security challenges, reflecting a market that values robust defense mechanisms. Gartner Digital Markets’ software review platforms, including Capterra, Software Advice, GetApp, and UpCity, are increasingly favored for their rigorous vetting of software solutions against security standards, making them go-to destinations for businesses seeking software that aligns with their privacy and security needs.

Leverage these trends to boost your B2B software marketing strategy in 2024

Emphasizing customer reviews, AI advancements, and data privacy measures in your B2B marketing communications is crucial for differentiation in 2024.

Highlighting positive reviews in your content marketing materials can influence purchase decisions as well as establish buyer trust. Demonstrating how your software leverages AI for smarter, more efficient functions can attract buyers looking for cutting-edge technology. Similarly, clearly communicating your commitment to data privacy can position you as a trustworthy provider in a crowded software market.

Our 2024 Global Buyer Trends Report is an invaluable resource for refining your B2B marketing strategy to reach more software buyers. It offers detailed insights into leveraging these key B2B marketing trends to lead in your niche and boost brand awareness.

Shubham Gupta

Shubham Gupta is a Content Writer at Gartner Digital Markets who ideates and creates purpose-driven content to help modern technology businesses achieve their goals. Outside of work, he enjoys reading thriller novels and Urdu poetry, as well as spending time with his dog. Connect with Shubham on LinkedIn.

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Methodology

*Gartner Digital Markets’ 2024 Software Buying Behavior Survey was conducted to understand the makeup, triggers, budgets, and challenges of software buying teams at global businesses across industries and sizes. We sought to uncover the software types these buyers are adopting, their evaluation methods, and what factors convince them to make a purchase, from vendor reputation and sales team interactions to content materials and user reviews.

The survey was conducted online in August and September 2023 among 2,499 respondents from the U.S., U.K., Canada, Australia, France, India, Germany, Brazil, and Japan, with businesses across industries, employing between 5-10,000 or more workers, and reporting up to $1 billion in annual revenue. Respondents were screened to ensure involvement in software purchasing decisions.