Key stat: The No. 1 change B2B tech buyers want is pricing transparency from vendors, as cited by 45% worldwide, per January data from TrustRadius.

Beyond the chart:

• Buyers need transparent pricing so they can communicate costs with leadership. “Even if you have the best solution…we still have to defend it to our CFO,” said Juliette Arnaud, senior director of commerce systems at Hermès of Paris, at The Lead Summit in May.
• Martech was the No. 1 area of investment for B2B marketers last year, per Sagefrog Marketing Group.

Use this chart: For marketers and sales teams can use this chart to prioritize clear pricing on your website and sales materials. Martech companies can use it to make the case for investing in features that showcase value and outcomes, helping to demystify ROI for buyers.

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Methodology: Data is from the April 2025 TrustRadius report titled "Bridging the Trust Gap: B2B Tech Buying in the Age of AI." 2,058 B2B technology buyers and 490 B2B technology vendors worldwide were surveyed online during January 2025. Respondents were professionals involved in a software or hardware purchase for their organization in the past year, or members of go-to-market teams for technology vendors. Respondents were sourced from the TrustRadius global network. Complete and verified responses were included in the final analysis.