Building trust in the age of the buyer The B2B technology world is built on a foundation of trust. A glut of software options and a lack of credible content in a perpetual buying cycle of increasing complexity make building trust with buyers more difficult than ever. G2’s 2022 Software Buyer Behavior Report illustrates the crisis of trust in the market today and the avenues through which sellers can empower a diverse slate of buyers with the information they need. In our 2021 report, we saw the balance of power tip in favor of the buyer as business technology buying started to mirror consumer markets. That shift has solidified into a new reality, and this year’s report shows that 2022 is the age of the buyer. Software buyers are spoiled for choice not only in the number of high-quality products available but also in how easy it is to access product and market information. For sellers willing to lean into an omnichannel strategy of transparency, the shift of power to buyers represents an opportunity. Security, once an afterthought, is now a central part of the purchase process. Buying decisions are often made in under three months by committees of diverse stakeholders who prefer to do their own research. Sellers need to implement shorter sales cycles in which credible, self-service content is the 24/7 trusted guide for prospective buyers. The buying process is both constant and constantly evolving (leaning more heavily in the direction of self-service than ever before), so sellers who adopt an omnichannel strategy of buyer empowerment will gain credibility with buyers. Sellers who lean into cultivating trust through transparency have the opportunity to stand out amongst their competitors. 2022 G2 Software Buyer Behavior Report iii 2022 G2 Software Buyer Behavior Report