Unlocking B2B Growth Opportunities in 2023: How Primary Buyer Research Elevates Sales and Marketing Strategies

B2B Buyer Research


In today’s fast-paced B2B sales and marketing environment, accurately identifying and engaging your ideal buyer is paramount to achieving success. With 58% of B2B marketing professionals in 2023 finding it increasingly difficult to generate qualified leads compared to two years ago, it’s clear that the leaders in B2B sales and marketing are now prioritizing quality over quantity. Tapping into the right buyers with a high likelihood of conversion not only maximizes your marketing ROI but also bolsters sales team efficiency. The key? Implementing primary buyer research—a proven and essential tool that elevates sales and marketing performance, leading to higher close rates and more effective marketing materials.

What Is Primary Buyer Research?

Primary buyer research is the process of gathering information directly from potential customers about their needs, preferences, and behaviors. This type of research can be conducted through various methods, including surveys, interviews, focus groups, and observations. By collecting firsthand data, you can gain a deeper understanding of your target audience and tailor your marketing and sales efforts accordingly. In fact, B2B businesses that leverage primary research see a 21% increase in their sales close rates.

6 Ways Primary Buyer Research Can Quickly Generate Wins for You And Your Team

1.  Personalized Approach for Enhanced Sales Close Rates

Primary buyer research lets you gain in-depth insights into your prospects’ needs, preferences, and pain points. In a recent survey of top B2B sales leaders, 71% of sales professionals attribute their success to effective primary research, which allows them to tailor their sales pitches and close deals more effectively.

By understanding your target buyers’ unique challenges, you can present them with customized solutions that address their specific concerns. A study by Salesforce found that 79% of business buyers prefer personalized sales pitches based on their individual needs. Thus, primary research is critical to creating a sales process that resonates with your audience and ultimately boosts your close rates.

2. Improved Marketing Material Effectiveness

Primary buyer research also plays a pivotal role in creating compelling marketing materials. It helps you identify the language, tone, and messaging that resonate with your target audience. The 2021 B2B CM Report found that 63% of the most successful B2B marketers use primary research in their content creation process. This approach ensures that your marketing materials are relevant, engaging, and persuasive.

By incorporating insights gained from primary research, you can create targeted marketing materials that effectively showcase the value of your products or services. This, in turn, increases the likelihood of attracting and engaging qualified leads, resulting in a more efficient sales funnel.

Increase ROI 5X

3. Enhanced Customer Segmentation and Targeting

With primary buyer research, you can develop comprehensive customer profiles that enable better segmentation and targeting of your prospects. A study by McKinsey & Company found that companies using data-driven personalization delivered 5-8x the ROI on their marketing spend.

By segmenting your audience based on their unique needs, preferences, and challenges, you can deliver highly-targeted sales and marketing campaigns. This targeted approach results in improved conversion rates and more efficient use of your marketing budget.

4. Strengthened Competitive Advantage

Primary buyer research not only allows you to understand your target audience better but also helps you gain a competitive edge. By understanding the decision-making process, priorities, and concerns of your prospects, you can identify areas where your competitors are falling short and capitalize on those opportunities.

A study by Forrester Research revealed that 74% of business buyers conduct more than half of their research online before making an offline purchase. By leveraging primary research data to create compelling content and sales materials, you can position yourself as the go-to resource in your industry, ultimately winning over more customers.

5. Discover Unmet Needs and Opportunities

Primary buyer research can help you uncover unmet needs and potential opportunities in your target market. According to a study by McKinsey, companies that excel at identifying unmet needs are 30% more likely to achieve above-average sales growth.

By gathering first-hand information from your prospects, you can identify gaps in the market and develop new products, services, or features that cater to these unfulfilled demands. This not only helps you stand out from the competition but also increases your chances of closing more sales.

6. Fine-tune Your Value Proposition

Your value proposition is a key component in convincing prospects to choose your product or service over your competitors. Primary buyer research enables you to tailor your value proposition to the specific needs and preferences of your target audience.

A study by the Corporate Executive Board (CEB) found that companies with a tailored value proposition see a 19% increase in their sales close rates. By understanding the unique challenges and requirements of your prospects, you can craft a compelling value proposition that resonates with them and ultimately improves your chances of closing deals.


The benefits of primary buyer research for B2B sales and marketing professionals are immense. From personalized sales approaches to improved marketing material effectiveness, customer segmentation, and a strengthened competitive advantage, primary research is the key to unlocking your sales and marketing potential. Invest in primary buyer research to stay ahead of the curve and enjoy sustainable success in today’s competitive B2B landscape.


Interested in learning how quickly we can leverage our buyer insights to increase your close ratio, help with new product launches and make your marketing material more effective?  Book a quick Discovery Call with Shane Lawrence, our Managing Partner. Shane will share what we see best in class B2B companies doing to maximize their ROI by effectively using proprietary buyer insights and can also speak to your specific B2B challenges and share what we see working effectively across the industry. Book Your Call

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