There is a shift underway in the B2B buying cycle as consumers are increasingly digital. Here are some powerful stats to consider:
Source: Google/Millward Brown Digital, B2B Path to Purchase Study 2014
This new reality indicates that customers are connecting with us differently, using search to conduct their pre-purchase research and arriving at your website with a specific set of expectations.
For industrial B2B companies, your company website should support the buying journey and act as a digital sales accelerator. Keep in mind that customers are heavily influenced by highly visible B2C sites like Amazon, Target and Walmart so they expect a similar experience when arriving at an industrial B2B website.
Although the stats tell us we’re serving a new and different audience, it’s an exciting opportunity for small and medium-sized businesses (SMBs) to build a holistic digital strategy which includes paid search and search engine optimization and supports your business goals.
I’ve helped several industrial clients implement digital strategies resulting in return-on-investments of 60 days to 1 year. As a result, I’ve become a trusted advisor on how and where sales and marketing budgets should be directed.
Now that the digital consumer is here, what is your answer? Don’t get left behind!