Survey Report: What Today’s B2B Buyers Actually Trust

We surveyed 600 B2B buyers to learn more about what’s driving software purchasing decisions in 2026.

We discovered that the #1 factor isn't features, price, or ROI; it's whether buyers feel the vendor truly understands their challenges (48% agree). We also found that while what buyers want can vary by the software’s price point, all segments are looking for empathy, compelling stories, and hands-on, practical proof.

Yes, pricing matters (69% said it influenced their decision). And yes, features matter (56% cited them as important). But here's the gap most vendors miss: only 17% said a product's approach actually felt differentiated enough to move them forward.

That's not a feature problem. It's a storytelling problem.

Methodology

This report is based on a survey of 600 B2B software buyers who’ve made a purchasing decision as part of their job in the past year. Price points ranged from less than $100/month to more than $12,000/year (approximately $1,000/month).

Key Findings:

1. What Kills Trust Is Universal. What Builds It? That Depends.

TL;DR: Match your content style to your buyer segment, but never sacrifice substance. Candid works for SMB/PLG; polish works for enterprise – but jargon, buzzwords, and vague claims fail everywhere.

When buyers ranked what most damages their trust in marketing content, exaggerated claims and scripted, inauthentic content topped the list. And when asked what makes them immediately disengage, nearly half cited excessive jargon or buzzwords, 45% tune out overused AI language without clear relevance, and 35% reject vague value propositions like "drive down costs" or "boost efficiency." The through-line is that buyers at every level want substance.

Content Preferences Vary by Price Point

When we asked buyers which type of content makes them trust a B2B vendor more, overall responses were nearly evenly split:

But when we segment by price point, a striking pattern emerges. As purchase price increases, preference shifts from candid authenticity to professional polish:

At the lower end, more buyers prefer candid, real content – even if that means it’s imperfect. Meanwhile, preference for highly polished content grows alongside the price point.

What Alienates Buyers Across the Board

While content preferences vary by price point, what undermines trust is remarkably consistent. When we asked buyers to rank what most damages their trust in marketing content, exaggerated claims and scripted, inauthentic content tied at the top of the list.

The top three disengagement triggers are all variations on the same theme: hollow marketing speak. Excessive jargon and buzzwords, overused AI language without clear relevance, and vague value propositions all signal to buyers that the vendor is more interested in sounding impressive than being helpful.

Implications for B2B GTM

If you're selling PLG tools or targeting SMBs:

  • Lean into authenticity. Raw behind-the-scenes content, founder-led videos, and candid discussions of your product journey will resonate more than over-produced marketing.

If you're selling to mid-market or enterprise:

  • Maintain professional polish. Your buyers need credibility signals to justify larger purchases internally.

Regardless of segment:

  • Eliminate buzzwords, vague value propositions, and AI jargon without clear relevance. These are universal trust-killers.
  • Focus on specificity and clarity. Show concrete examples. Explain exactly how your product works and what it enables.
  • The bar isn't perfection – it's honesty and usefulness.

2. Stop Differentiating Features. Start Showing Better Futures.

TL;DR: Buyers don't want you to prove how you “stand out” via an ongoing feature list; they need to envision how their outcomes will be better with your solution.

When we asked buyers what made them move a product forward in their consideration, the results were telling:

Pricing and features do top the list – but the real surprise is at the bottom: only 17% said they moved forward because "the product approach felt differentiated."

Show, Don't Tell

When we asked buyers to rank what makes marketing content genuinely useful, the top two factors were:

  • #1: “Clear explanation of how the product works in practice”
  • #2:“Specific examples tied to real use cases”

Implications for B2B GTM

  • Start with a stronger product story that demonstrates a deep understanding of the buyer's challenges, puts them at the heart as the "hero", and makes the value immediately clear.
  • A compelling story gets you in the door, but hands-on experience closes the deal. Don't just tell buyers what's possible – let them try it for themselves.

3. Give Buyers Hands-On Access Earlier

TL;DR: A quarter of buyers surveyed want hands-on access immediately – before demos, case studies, or sales calls. Only 5% want to talk to sales early.

The Self-Service Imperative

This preference for self-service exploration isn't just about convenience—it's about control and efficiency.

Implications for B2B GTM

  • Reduce friction to access: Every form field, every "schedule a call" CTA, and every gate between a buyer and your product is a conversion leak.
  • Respect the timeline: Buyers will engage with sales when they're ready, not when you decide it's time.

4. Buyers Need to Feel Understood – Then Helped to Envision Success

TL;DR: The #1 factor influencing purchasing decisions isn't features or pricing—it's whether buyers feel the vendor "gets" their challenges (48%).
Once understood, 88% need product stories to envision success.

Empathy First, Vision Second

Here's the sequence that matters: First, prove you understand the buyer's challenges. Show you know their world
– their constraints, their politics, their daily frustrations. This earns you credibility.
Then, help them envision the future state. Show them what's possible.

Implications for B2B GTM

  • Lead with understanding, not solutions: Before you pitch your product, demonstrate you understand the buyer's problem.
  • Give buyers the story they can retell: The 47% who worry about internal credibility need ammunition.

5. Marketing Content Gets a Second Chance (If It's Useful)

TL;DR: Buyers aren't completely cynical about vendor content. 86% will at least review it selectively if it looks useful.

What "Useful" Actually Means

  • Clear explanations of how the product works in practice.
  • Specific examples tied to real use cases.
  • Transparent discussion of tradeoffs or limitations.
  • Data and benchmarks buyers can use internally.

Implications for B2B GTM

  • Prioritize usefulness over polish: Focus on substance.
  • Stop gating everything: If 86% of buyers will engage with useful content, why make them fill out a form first?

What Now? Putting It All Together

The data from 600 B2B software buyers tells a consistent story: buyers are looking for substance, empathy, and proof—not marketing theater.
The winning formula isn't more product differentiation – it's more authenticity in your storytelling, specificity in your messaging, and trust in your buyers to vet their options and make their own informed decisions.