the B2B Rulebook Today we’re all digital explorers. The evolution of both our online channels and the devices we use to access them has changed not only how we connect with each other, but also our rules of engagement and indeed, business models themselves. Is this shifting technological landscape impacting how B2B customers interact with your brand? Let’s take a look.
68% of B2B customers online is an important factor
when researching business purchases, more than peer and colleague opinion (59%).
1 in 4 B2B customers, from
the C-suite to small businesses,
report using their mobile phones
when researching business purchases online. The C-suite is far more likely to also use a tablet (21% C-suite versus 12% non C-suite).
The Internet is B2B customers’ leading source for researching business purchases.
71%
Internet
41%
professional associations
39% trade shows
37% 33%
31%
catalogs consultants direct mail
11% TV
31% among the C-suite on their opinions of companies when researching potential business purchases; that’s double wielded by colleagues and friends, and 8x
66% of small and medium businesses report using the web
when researching potential business purchases; 35% use tradeshows and 24% use catalogs.
Source: US B2B Customer Study, Compete & Google, 2011
Leading online sources used by B2B customers:
73% 51% 45% 42%
use search engines use brand sites use online reviews use professional association sites
Ad recall by B2B customers while researching potential purchases:
57% recall seeing an online ad 34% recall print ads 16% recall TV ads
Branded searches for B2B companies on YouTube more than doubled over the last year. On average, over 660k Internet users are referred from YouTube to a B2B brand site each month.
1 in 3 B2B customers
who use online sources
visit social networks as part of their research,
and 47% report reviewing brand fan pages to learn more about a company.
39% trade shows. 1 in 4B2B customers, from the C-suite to small businesses, report using their mobile phones when researching business purchases online. 68%of B2B customers online is an important factor when researching business purchases, more than peer and colleague opinion (59%). 11%. TV. 31% direct mail.
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