G2 Report: AI Fuels Software Spending, But Buyers Expect Fast ROI [Yahoo! Finance]
HubSpot, Inc. (HUBS)
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Source: Yahoo! Finance
CHICAGO, June 12, 2024 BUSINESS WIRE G2 today published its 2024 Buyer Behavior Report , based on an annual survey of more than 1,900 B2B software buyers across the globe to understand their plans, behaviors, and attitudes. This year's report, titled "Proving Value in the Age of AI," finds that while a majority of buyers believe software budgets are increasing over the upcoming year, the opportunity to win and retain the customers that hold those budgets is harder than ever. "Today's software buyer is not willing to wait to see value. These rising ROI expectations are coupled with slowed deal velocity, increased buying cycles, and extra scrutiny on software investments by executive leadership," said Chris Voce, VP of Market Research at G2. "For software and services vendors, the added pressure and intensity of this landscape means understanding today's buyer and their context is essential to navigating the turbulence and achieving growth." Some of the top trends observed in G2's
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