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B2B Trends Printers Can’t Ignore

How buyers think has changed and how you engage must change with it

Digital fatigue, AI acceleration, and rising expectations are reshaping B2B buying behavior. For printers, this isn’t a threat. It’s a blueprint for stronger positioning, smarter marketing, and more strategic selling.

Buyers Want Expertise, Not Equipment Lists 76% of B2B buyers want vendors who “educate them with new ideas and perspectives.” (https://tinyurl.com/494vw3u3) What This Means for Printers: Your advantage isn’t the press—it’s the thinking behind it. Show clients what’s working in direct mail, how color and embellishments drive ROI, and why print pierces digital clutter. Become the educator, not the order taker.
Sales Reps Only Get 5% of Buyer Attention B2B buyers spend just 5% of their journey talking to any sales rep. (https://tinyurl.com/7d8cp4mj) For Your Sales Team: If they only get 5% of the moment—every moment must be high-value. Train reps to enter with insights, not introductions.
Buyers Expect Personalization 72% of B2B buyers expect tailored communication based on industry and needs. (https://tinyurl.com/m9rjub2e) Application for PSPs: Segment clients by vertical and build specific messaging for each. One-size-fits-all is dead.
Content Now Influences 70% of Decisions 70% of buyers say a vendor’s content shapes their final choice. (https://www.demandgenreport.com) Printer Strategy: Show, don’t tell. Publish case studies, print ROI stats, print samples and finishing breakthroughs. The Sales teams should use content as conversation fuel.
Digital Fatigue Is Exploding 82% of business buyers say they’re overwhelmed by digital communication. (https://www.pfl.com/resources) Printer Advantage: Print = attention + physical presence + differentiation. Multichannel Campaigns Outperform Single-Channel by 287% Print + digital beats digital alone—by a massive margin. (https://hbr.org) Printer Positioning: Sell print as the conversion layer of the marketing mix.
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Winter 2025

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