What Drives Buyers to Research New Solutions? Key Insights for B2B Technology Marketers
Companies don’t just adopt new technology for the sake of innovation. They research new solutions when they have a specific problem to solve or a business objective to achieve.
Our most recent survey on B2B tech buyers’ marketing preferences provides deep insights into the real triggers behind the technology buying process. This article explores the results of one key question from that survey: Why do companies begin researching new solutions?
By understanding these triggers, B2B technology marketers and vendors can refine their strategies to engage buyers at the right moment with the right messaging. This article breaks down the key insights, explores what they mean for businesses, and offers actionable strategies for vendors looking to capture the attention of B2B buyers.
The Primary Drivers of Technology Research
The 2025 Tech Buyer Survey makes it clear that most businesses start researching new technology solutions out of necessity, not curiosity. The two leading reasons, process inefficiency and cost reduction or ROI improvement, account for more than 60% of responses.
Addressing Process Inefficiencies
The single most common reason companies begin researching new solutions is that their current processes are inefficient or lack critical capabilities. Many businesses operate on outdated systems that no longer meet their needs, leading to operational bottlenecks, slower workflows, and increased frustration among employees.
Organizations struggling with inefficiencies often face issues such as:
- Manual processes that could be automated for better productivity.
- A lack of integration between different tools, creating workflow disruptions.
- Inflexible or outdated software that does not support evolving business needs.
For these companies, adopting new solutions is not about embracing innovation for the sake of it but about eliminating pain points that hinder growth and productivity.
The Role of Cost Reduction and ROI
The second most common motivation for researching new solutions is reducing costs and improving return on investment. Companies looking to optimize spending often evaluate technology as a means to:
- Automate tasks that currently require expensive manual labor.
- Consolidate multiple software solutions into a more cost-effective, unified platform.
- Improve efficiency, thereby reducing operational costs over time.
Businesses are under increasing pressure to justify every investment, especially in uncertain economic conditions. Technology vendors that can demonstrate clear financial benefits, whether through reduced costs, increased productivity, or faster time to value, will have a significant advantage.
Implications for B2B Technology Marketers
Given that inefficiency and cost concerns are the top drivers of technology research, marketing strategies should focus on problem-solving rather than just product features. Companies need solutions that will directly address their operational challenges and deliver measurable financial improvements.
To effectively engage potential buyers:
- Marketing materials should clearly articulate how the solution improves efficiency or reduces costs.
- Case studies should emphasize real-world examples of businesses that have successfully streamlined operations or achieved better ROI.
- Messaging should highlight how quickly and seamlessly the solution can be implemented to minimize disruption.
By addressing these core concerns, technology vendors can align their offerings with the most pressing needs of potential buyers, increasing the likelihood of conversion.
How Research Priorities Differ Across Sectors
While process inefficiencies and cost concerns dominate overall, the survey reveals that industry-specific factors also play a significant role in why businesses research new technology solutions.
Software Industry: Competitive Pressure as a Key Driver
The software industry is notably more preoccupied with its competitors’ adoption of emerging technologies than the other industries. The fast-paced nature of the software industry means that companies must continuously evolve to stay ahead.
The rise of artificial intelligence, automation, and cloud computing has further accelerated this trend. Software firms that fail to adopt new solutions risk falling behind industry leaders and losing market share to emerging startups that leverage cutting-edge technology.
For vendors targeting the software industry:
- Positioning a solution as a way to stay ahead of competitors will be more effective than focusing solely on efficiency.
- Demonstrating early adoption benefits and showcasing how industry leaders are leveraging the technology can be compelling.
- Highlighting how quickly new technology can be integrated will address concerns about disruption.
Business Services: Industry Trends as a Key Influence
In the business services sector, companies are more likely to start researching solutions based on industry trends and new requirements rather than competitor moves.
This suggests that decision makers in this space respond to external forces such as regulatory changes, evolving customer expectations, or shifts in best practices rather than simply reacting to what other companies are doing.
For vendors targeting business services companies:
- Thought leadership content about emerging industry trends and regulatory shifts can help establish credibility.
- Messaging should focus on compliance, adaptability, and future-proofing.
- Providing data and expert insights on how industry standards are changing will resonate with decision-makers.
How Priorities Shift as Businesses Grow
A company’s size and revenue also influence the primary reasons for researching new solutions. The survey findings indicate a clear shift in priorities as organizations scale.
Smaller Companies: Focus on Efficiency and Functionality
Companies with fewer than 5,000 employees and under $500 million in revenue are more concerned with process inefficiencies than larger enterprises.
Smaller organizations often face challenges such as:
- Limited resources, making inefficient processes more costly.
- A need for agility to compete with larger firms.
- A lack of staff to manually compensate for inefficient systems.
For technology marketers, this means:
- Emphasizing ease of implementation and quick ROI.
- Demonstrating how solutions help small teams do more with less.
- Offering scalable, flexible pricing models to appeal to growing businesses.
Larger Enterprises: Competitive Pressure and Market Trends Matter More
As organizations grow beyond 5,000 employees and $1 billion in revenue, the proportion of buyers who research new solutions due to inefficiencies decreases. Instead, these companies are more likely to be motivated by competitive pressures and industry trends.
Larger enterprises typically have:
- More established technology stacks, reducing the urgency of fixing inefficiencies.
- Greater focus on staying ahead of market trends to maintain industry leadership.
- A structured procurement process where research is part of long-term strategic planning rather than more reactive decision-making.
For vendors selling to large enterprises:
- Marketing should focus on long-term business impact rather than quick fixes.
- Case studies should emphasize how competitors are gaining an edge with new technology.
- Messaging should highlight how the solution aligns with industry trends and broader corporate initiatives.
Aligning Strategy with Buyer Motivations
The 2025 Tech Buyer Survey data provides a clear roadmap for vendors and marketers looking to align their strategies with real-world buyer motivations.
The majority of businesses begin researching new solutions because of inefficiencies or cost concerns, meaning marketing efforts should focus on problem-solving and financial impact. However, industry and company size also play crucial roles in shaping research priorities.
By tailoring messaging based on these insights, B2B technology marketers can better engage potential buyers, address their core challenges, and ultimately drive stronger adoption of their solutions.
Get the Full 2025 Tech Buyer Survey Report
This article provides insights from our comprehensive survey of senior technology decision makers. If you want to access the full survey results, including detailed data, industry breakdowns, and key trends shaping technology adoption, subscribe now to receive the complete report as soon as it’s released: