B2B marketing may be taking a new turn

It isn’t always easy to figure out where your B2B online marketing efforts need to go. Despite the current volatility, there seems to be a new direction that all B2B companies need to be looking at. Everyone these days is looking for  a crystal ball or that edge that will help them move their business to the next success level. Below is some recently published intel at BlueCorona that may just be the new B2B road map your company needs.

  • Most B2B buyers are already 57% of the way through the buying process before the first meeting with a representative. (Accenture)
  • B2B buying cycles are getting longer and more complex—58% of buyers said their decision process was longer in 2017 than in 2016; just 10% said purchase time decreased. Buyers are conducting more detailed ROI analysis before making a purchase decision (77%); using more information sources for research and evaluation (75%), and increasing the number of buying group members (52%). (Business2Community)
  • 80% of B2B buying decisions are based on a buyer’s direct or indirect customer experience, and only 20% is based on the price or the actual offering.
  • The leading reason business buyers have limited engagement with B2B vendors is because marketers are sending them too much irrelevant content (34%). (KoMarketing)

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  • Mobile marketing can accelerate time to B2B purchase by 20%. (BCG)
  • 80% of B2B buyers use a mobile device at work. (BCG)
  • 46% will leave a website because of a lack of message (it’s not clear what the company does), and 37% will leave because of poor design or navigation. (MarketingProfs)
  • 22% (11 out of 50) of the fastest-growing B2B companies have a live chat widget on their website. (Drift)
  • 42% of companies have a mobile-optimized website (B2BMarketingZone)
  • A personalized web experience can increase sales by 19% (MarTechAdvisor)
  • 81% of businesses reported their blog as being critical to B2B lead generation. (Nurture)
  • In the B2B setting, events help generate the most leads, while case studies help convert and accelerate the most leads. (Marketing Charts)
  • 85% of B2B marketers say lead generation is their most important content marketing goal. (Ring Lead)
  • 59% of B2B marketers say SEO has the biggest impact on their lead generation goals. (Marketing Charts)
  • 57% of B2B marketers stated that SEO generates more leads than any other marketing initiative. (Junto)
  • Strategic landing pages are used by 68% of B2B businesses to acquire leads. (Marketo)

-Written by Kevin Sawyer