• The Digital Consumer is Here! What’s Your Answer?

The Digital Consumer is Here! What’s Your Answer?

There is a shift underway in the B2B buying cycle as consumers are increasingly digital. Here are some powerful stats to consider:

b2b digital consumers

  • 89% of B2B purchasers use the internet to research their buying decisions.
  • B2B research is self-directed as 57% of the buying journey is complete before a prospect reaches out to a potential vendor.
  • 72% of B2B influencers are younger than 45 years old.
    • 48% are 18-34 years old.
    • 24% are 35-44 years old.
  • Traffic to B2B websites is up 2X over the last 2 years.
  • 90% of B2B purchasers use search specifically to do research for business purchases.
  • 70% of B2B purchasers use online video specifically to do research for business purchases.
  • 42% of B2B purchasers use mobile devices specifically to do research for business purchases.
  • 60% of B2B customers consider only 1 or 2 brands.

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!