2024 B2B Buying Disconnect Report

Presented by TrustRadius & Pavilion

In 2024, buyers are leaning more heavily on trust, transparency and brand when making decisions - but there's a disconnect.

Just as buyers are shifting their focus to trusted brands, brands themselves have failed to adapt, with many allocating less of their discretionary marketing spend toward top-of-funnel brand awareness initiatives (an average of 38%) and more to demand generation (an average of 53%).

Read the full report and learn why now is the time to double down on brand.

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