The B2B buyer has greater access today more than ever to information about products and solutions. Online search plays a critical role in this discovery process. As such, digital marketers are focusing on how to engage buyers with a higher level of personalization and problem-solving information. These surprising stats clearly show the shift in B2B digital marketing.
90% of B2B buyers say when they’re ready to buy, they’ll find you.
Savvy marketers understand that the sales cycle begins way before a prospect downloads anything from the website or picks up the phone. In fact, online conversions don’t take place until buyers are 57% of the way down the path to a decision. Purchases can involve many decision makers, all doing their own research, each with their own objectives and considerations.
Key takeaway – Control the conversation early by presenting your brand through PPC advertising and using SEO to tell your brand story exactly how you’d like buyers to read it.
Nearly half of B2B researchers are millennials.
That’s right, according to Google, 46% of B2B research is being done by professionals aged 18-34 years old. Don’t assume that your only buyer persona is the executive that exists in a non-digital world. These younger professionals live and breathe with the internet. The oldest of this group could be owning and running companies by now.
Key takeaway – Consider the millennial’s aptitude for digital and how that influences the type of content and media channels they prefer.
70% of B2B buyers watch video throughout the path to purchase.
Video does more than show product features. It helps you extend the conversation. YouTube is the second largest search engine in the world. Despite what you may think, video marketing is a vital tool for B2B sales. Google makes it very easy to leverage video ads by not requiring payment for skipped ads. That gives you 4-5 seconds of free advertising!
Key takeaway – If you have video content and you’re not leveraging it to convert potential leads, you’re leaving money on the table.
60% of all clicks go to the organic top 2 search results
SEO strategy is crucial to digital marketing that drives results. The on and off-page content you use has a tremendous influence on rankings in search engine results. Not only must website copy increase SEO rankings, but it must also persuade buyers.
Key takeaway – SEO can be a full-time job but it’s a necessary part of the digital marketer’s toolkit.
Retargeting ads led to a 1,046% increase in branded search.
Another interesting statistic is that 46% of marketers say that retargeting is underused. If you’ve ever checked out a product on Amazon and bounced over to Facebook, only to see an ad for that same product you were just looking at, you’ve been retargeted. Consider retargeting ads as another item in your toolkit for Facebook and Google advertising.
Key takeaway – Engage potential buyers after they leave your site with display ads that remind them to come back and convert.