The B2B purchasing landscape has undergone a rapid evolution in recent years, driven by digital transformation. Today's buyers are more informed, more demanding, and more connected than ever before.
They conduct their research online, compare offers and make informed purchasing decisions, often without even needing to speak to a salesperson.
Faced with this shift in consumer behavior, industrial companies must adapt their marketing strategy to remain competitive. This means focusing on developing a strong online presence and an effective content strategy 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 examine the key statistics that illustrate their evolving behavior. Here are 10 essential statistics to consider:
1. The purchasing process is longer
According to Demand Gen Report's Buyer Survey Report 2016, the customer journey is lengthening considerably due to the increasing volume of research conducted before purchase. Buyers are spending more time evaluating and comparing offers, relying heavily on information available online, and are paying particular attention to return on investment .
2. The web is the primary source of information
Studies show that 62% of B2B indicate that the web is one of the top three sources of information consulted during their purchasing process. This demonstrates the critical 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 underscores the absolute necessity of having an online presence to reach potential buyers and support them throughout their decision-making process.
4. The search begins 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. Extensive research before committing
B2B buyers conduct an average of 12 search engine searches before committing to a solution or supplier. This high figure highlights the importance of optimizing website SEO and providing quality content on relevant platforms to increase company visibility and attract potential buyers .
6. Gather information on your own first
Only 29% of B2B buyers want to speak to a salesperson at the beginning of their purchasing process , while 62% prefer to search for information via search engines. This highlights the need to provide buyers with comprehensive and informative online resources, enabling them to research independently and at their own pace.
7. Social media plays an important role
The content buyers access isn't limited to company websites. 52% of B2B buyers report having obtained information from social media . This demonstrates the importance of an marketing strategy to reach buyers on the platforms where they spend their time.
8. Social media is experiencing rapid growth for B2B buyers
34% of B2B buyers say they spend more time on social media researching suppliers and service providers compared to the previous year. This growing trend underscores the need to integrate an marketing into the overall marketing plan of 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.
