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 change in behavior, industrial companies must imperatively adapt their marketing strategy to remain competitive. This means focusing on developing a strong online presence and effective content strategy, in order to attract and engage B2B buyers throughout their buying 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 Demand Gen Report's 2016 Buyer Survey Report, the customer journey is lengthening significantly due to the increasing volume of research done before purchasing. Buyers are spending more time evaluating and comparing offers, relying heavily on information available online, and paying particular attention to return on investment.
2. The web is the primary source of information
According to studies, 62% of B2B buyers indicate that the web is one of the three main sources of information consulted during their purchasing process. This demonstrates the critical importance of a strong and informative online presence for industrial businesses.
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 start their online search with generic queries. This means businesses need to create relevant, informative content that answers general questions their prospects have, even before they learn about your specific brand or products.
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5. Lots of research before committing
B2B buyers conduct an average of 12 searches on search engines before committing to a solution or vendor. 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 want to speak to a salesperson from the start of their purchasing process, while 62% favor finding information via search engines. This highlights the need to provide buyers with comprehensive and informative online resources, to enable them to obtain information independently and at their own pace.
7. Social media plays an important role
The content viewed by buyers is not limited to the companies' website. 52% of B2B buyers say they got information from social media . This demonstrates the importance of an active and engaging social marketing strategy to reach shoppers on the platforms where they spend time.
8. Social media is growing for B2B buyers
34% of B2B buyers say they are spending more time on social media to research suppliers and providers compared to the previous year. This growing trend highlights the need to integrate a strategy of marketing effective social media in the overall marketing plan of industrial companies.
9. LinkedIn is the major B2B social network
82% of respondents to Demand Gen's 2016 Buyer Survey Report say LinkedIn is an important network for obtaining information. This confirms LinkedIn's dominant position as a reference platform for B2B professionals and highlights the importance of being present and active there for industrial companies.
