The way B2B buyers research and purchase has chang dramatically over the past 5 years. The days of consumers simply visiting your local B2B store, speaking to your sales rep, or ordering through a catalog are disappearing. With digital technology leading the way, most buyers begin their buying journey without ever setting foot in a store, even if they ultimately purchase offline.
In fact, recent research shows that, on average, 67% of purchases for multiple industrial manufacturing and pack-and-ship industries were influenc by digital. As a result, we are witnessing the emergence of a new type of B2B purchasing behavior: buyers who find themselves at the intersection of online and offline.
As marketers, we ne to better understand this new behavior so we can reach people in the moments they ne us most, whether online or offline, and ultimately increase customer lifetime value. Here are 3 insights to help you satisfy today’s B2B buyer.
B2B buyers express their curiosity online
Most offline buyers are influenc by the Internet and do a lot of independent gcash database research. Today, before making a purchase, the typical B2B buyer may check online catalogues, perform several Google searches or visit brand websites. They look for product specifications and brand comparisons, and try to find out where to find the best deals or promotions. Only then do they head to the physical store to make the purchase.
In this early phase of research, curiosity abounds
Online research tends to be broad—an exploration of what exists rather discover the secrets of the 3 most view youtube ads than a specific search. For example, 58% of B2B buyers from industrial manufacturers begin their online search with a product (e.g., a lawn mower, tire, or sprinkler) and then move on to a particular brand.
Digital research and technologies help people make decisions and act faster. For today’s B2B buyer, this digital power leads to impatience . They seek to get what they want immiately. The time between starting the research process and handing over the crit card is not much – sometimes just one day.
Also, forget about customers who us to visit your store several times
Thanks to the advantages of digital research, most B2B customers feel confident buying on the first visit.
But don’t be fool into thinking these buyers haven’t done their sms to data homework. Digital technology enables today’s B2B buyer to be agile, research quickly, and make decisions in the moment. In fact, for many B2B consumers, digital destinations—retailer websites, third-party websites, online retailers—are the last stop before the purchase.