The Unhappy Majority: A Huge Opportunity
There was a potentially worrying – yet opportunistic – take on software purchasing for the channel this week.
The Paradox
New research by DemandScience reveals a striking contradiction:
75% of B2B software buyers are unhappy with service they’ve received
YET
77% admit to renewing their contracts anyway, feeling there are few better options
Constant Evaluation = Constant Opportunity
Despite their dissatisfaction, software buyers aren’t sitting still.
Review Frequency
70% of software decision makers review the tech stacks they’re responsible for at least every quarter
Only 3% wait until renewal deadline arrives before evaluating alternatives
The Problem
Yet despite these high levels of consistent evaluation, buyers still struggle to find solutions they’re satisfied with.
Translation: There’s a massive gap in the market for partners who can position themselves effectively.
What Triggers a Switch?
Understanding what motivates unhappy customers to finally make a move is crucial.
Top Three Switch Triggers
| Trigger | % of Buyers |
|---|---|
| Better value than current provider | 37% |
| Latest technology offered | 35% |
| Positive & timely approach from sales | 33% |
The insight: A third of software buyers report that simply receiving a positive and timely approach from a sales professional would help trigger a move to a new provider.
Act Fast: The Window is Short
Channel partners need to move quickly when opportunities arise.
Purchasing Cycle Timeframes
34% of buyers’ purchasing cycles are up to three weeks
52% are one month or less
The reality: Sellers have a short window of opportunity to be in dialogue with buyers when they’re actually in market.
How to Reach Buyers
Understanding where and how to contact potential customers is critical in today’s market.
Preferred Contact Channels
- 37% prefer to be contacted by email
- 33% prefer platforms such as LinkedIn
- Only 2% said they don’t want to hear from potential providers
Good news: 98% of buyers are open to being contacted by potential providers!
The Data Imperative
Why Buyer Intelligence Matters
“With so many buyers not currently satisfied, sellers need to be making it as easy as possible to set themselves apart from the competition.”
— Chris Whife, Managing Director Global, DemandScience
The foundation: Data now underpins any successful channel partner’s business. Predictive analytics was cited as a key characteristic of the modern channel partner by Canalys.
What Partners Need
“In today’s competitive marketplace, sellers need to arm themselves with the right buyer intelligence to support their lead generation efforts and their company’s overall business growth.”
Not all data is equal:
- Many B2B data providers offer ‘intent’ data
- Not all of it is as predictive as marketers and sellers want
- Job changes are frequent – knowing how to reach leads across multiple channels is critical
The Remote Selling Advantage
This opportunity aligns perfectly with the shift to remote B2B selling.
The McKinsey Evidence (2020)
75%+ of B2B buyers prefer purchasing online and remote interactions with sales reps over traditional in-person interactions
Only 20% of B2B buyers hope to return to in-person sales post-Covid
What this means: Partners don’t need to wait for face-to-face opportunities. Digital outreach is not only accepted – it’s preferred.
Action Plan for Channel Partners
1. Build Your Buyer Intelligence
- Invest in predictive analytics tools
- Track who’s actively reviewing their tech stack
- Monitor job changes in your target accounts
2. Perfect Your Timing
- Engage buyers during their quarterly review cycles
- Don’t wait for renewal deadlines
- Be ready to move within a 3-4 week window
3. Lead With Value
- Demonstrate better value than current providers (top trigger at 37%)
- Showcase latest technology (35%)
- Make your approach positive and timely (33%)
4. Use the Right Channels
- Prioritise email outreach (37% preference)
- Leverage LinkedIn for professional engagement (33% preference)
- Use multi-channel approach to reach job changers
5. Emphasise Remote Capabilities
- Position digital purchasing as the modern standard
- Offer seamless online experiences
- Make remote interactions smooth and professional
The Bottom Line
Three-quarters of B2B software buyers are unhappy but feeling stuck. That’s not a problem – it’s a £multi-million opportunity for channel partners who can:
✓ Use data to identify in-market buyers
✓ Approach at the right time with the right message
✓ Demonstrate clear value over incumbents
✓ Make switching easy and low-risk
The buyers want to move. They’re actively looking. They’re reviewing quarterly. The only question is: will you be there when they’re ready to switch?
💡 Food for thought: If 77% of unhappy customers are renewing because they feel there are “few better options,” the real challenge isn’t convincing them to switch – it’s convincing them that better options exist. That’s a positioning problem, not a product problem.