B2B WEB MARKETING

It’s not a secret that the B2B audience is online. We know that 89% of B2B researchers use the internet during the B2B research process. During the last few years there have been many changes in the B2B marketing scenario with important implications for any b2b web marketing strategy-

The business-to-business marketplace is changing. According to Google nearly half of all B2B researchers are millennials.

Over the past two years, there’s been a dramatic shift in the B2B researcher demographic. Back in 2012, there was a pretty even mix across age groups. In 2014, however, 18- to 34-year-olds accounted for almost half of all researchers, an increase of 70%.

86% of B2B marketers want to see products and services on a vendor’s website home page, 52% want to see about/company information, 27% want to see testimonials, and 23% want to see marketing collateral. Details about technical support (59%) and pricing (43%) are also important to marketers. (KoMarketing, 2015)

While 64% of the C-suite have final sign off, so do almost a quarter (24%) of the non-C-suite. Besides 81% of non-C-suiters have a say in purchase decisions. Clearly, if you’re marketing only to the highest level, you’re overlooking the people who need to notice you. (Google)

According to KoMarketing  business buyers have limited engagement with B2B because marketers are sending them too much irrelevant content. 

In the B2B setting, events help generate the most leads, while case studies help convert and accelerate the most leads. (Marketing Charts, 2018)

50% of B2B search queries today are made on smartphones, and this percentage will grow to 70% by 2020. According to Google, Mobile drives an average of more than 40% of revenue in leading B2B organizations and B2B researchers are not just using mobile when they are out and about, but rather wherever they are. In fact, 49% of B2B researchers who use their mobile devices for product research do so while at work.