Business-to-Business Marketing

B2B Marketing Studies and Statistics 2018

B2B (business-to-business) marketing is marketing of products to businesses or other organizations for use in the production of goods, for use in general business operations (such as office supplies), or for resale to other consumers, such as a wholesaler selling to a retailer.

Who is the completing research for procurement today?

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.

Nearly half of all B2B researchers are millennials

What are they doing to find information?

61% of all B2B transactions start online. 

How do industrial/professional buyers start the procurement process?

  • About 71% start on a generic query, so they're looking for the product first, not for you. Based on data from our Customer Journey tool, we can see that for large and medium enterprises, generic paid search factors in strongly toward the beginning part of the business/industrial path to purchase.

How many steps are there in the process?

  • On average, B2B researchers do 12 searches prior to engaging on a specific brand's site.

When do they contact you?

Research shows that those involved in the B2B buying process are already 57% of the way down the path to a decision before they'll actually perform an action on your site. As B2B brands seek new customers, it becomes increasingly important to understand what's happening during this time.

How do you convert the sale?

  • Website
  • SEO
  • SEM

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