The B2B purchase journey is now longer and more complex. The typical buying group for a complex B2B solution involves six to 10 decision makers each armed with four or five independently researched information pieces.
B2B Buyer Survey showed that B2B customers spend more time researching purchases (77%) and expect personalised attention from providers based on specific needs (76%).
The use of digital channels to access quality information has made it easier for B2B buyers to gather information. Gartner Research finds that B2B buyers spend 45% of their time on research and only 17% of that time meeting with potential suppliers.
B2B customers who perceived your information to be helpful in their job performance are 2.8 times more likely to experience a high degree of purchase ease, and three times more likely to experience post-sale cognitive dissonance (Gartner Research).
B2B Buyer Survey showed that the format of their search for digital information consisted of features/functionality at 73%, followed closely by pricing at 72%. Other factors when evaluating B2B suppliers are reviews 59%, research ease of use 56% and problem solving 47%.
Google partnered with Millward Brown Digital surveyed 3,000 B2B decision makers about their research and purchase habits as well as their use of digital (search, mobile, and video). As well as spending more time searching for information, B2B researchers do 12 searches prior to engaging with the supplier’s site, there is significant growth in mobile enquires and a quantum increase in usage of online videos
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Maria Charlton
maria@mapmarketing.com.au