The B2B purchasing landscape has undergone rapid evolution in recent years, driven by digital transformation. Today's buyers are more informed, more demanding and more connected than ever before.
They research online, compare deals and make informed purchasing decisions, often without even needing to speak to a salesperson.
Faced with this behavior change, industrial companies must imperatively adapt their marketing strategy to remain competitive. This involves focusing on the development of a strong online presence and an effective content strategy, in order to attract and engage B2B buyers throughout their purchasing journey.
To better understand the needs and expectations of today's B2B buyers, it's essential to look at the key metrics that illustrate their new behavior. Here are 10 essential statistics to consider:
1. The purchasing process takes longer
According to the Buyer Survey Report 2016 Demand Gen Report, the customer course extends considerably due to the growing volume of research carried out before the purchase. Buyers devote more time to assessing and comparing offers, based largely on the information available online, and pay particular attention to the return on investment .
2. The web is the primary source of information
According to studies, 62% of B2B indicate that the web is one of the three main sources of information consulted during their purchasing process. This demonstrates the capital importance of a strong and informative online presence for industrial companies.
3. The web is essential in the customer journey
94% of B2B buyers consult the web at least once during their purchasing journey. This statistic highlights the absolute necessity of being visible online to reach potential buyers and support them throughout their decision process.
4. Searches start with generic terms
71% of B2B buyers begin their online research with generic queries. This means that companies need to create relevant and informative content that answers the general questions their prospects , even before they know their specific brand or products.
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5. Lots of research before committing
B2B buyers do an average of 12 search on search engines before committing to a solution or supplier. This high figure highlights the importance of optimizing the natural referencing (SEO) of the website and offering quality content on relevant platforms in order to increase the visibility of the company and attract potential buyers.
6. Find out information alone above all
Only 29% of B2B buyers wish to speak to a salesperson from the start of their purchasing process , while 62% favor the search for information via search engines. This highlights the need to provide buyers with complete and informative online resources, in order to allow them to learn independently and at their own pace.
7. Social media plays an important role
The content consulted by buyers is not limited to the business website. 52% of B2B buyers say they have obtained information from social networks . This demonstrates the importance of an marketing strategy to reach buyers on platforms where they spend time.
8. Social media is growing for B2B buyers
34% of B2B buyers claim that they spend more time on social networks to search for suppliers and providers compared to the previous year. This growing trend highlights the need to integrate an marketing in the global marketing plan for industrial companies.
82% of respondents to Demand Gen's 2016 Buyer Survey Report indicated that LinkedIn is an important network for obtaining information. This confirms LinkedIn's dominant position as the leading platform for B2B and highlights the importance of having a presence and being active on the platform for industrial companies.
