How B2B Decision Makers Search for Information: a Data-Backed Analysis
How B2B Decision Makers Search for Information in 2024: Online vs Direct Sales, Desktop vs Mobile.
The way B2B decision-makers approach research and purchasing has evolved significantly in recent years. Traditionally, B2B buyers relied heavily on direct interactions with sales teams to gather information and make purchasing decisions. However, with the rise of digital tools and self-service platforms, the landscape has shifted dramatically. Today, digital channels play a crucial role, allowing buyers to conduct their own research before engaging with sales.
Nearly 90% of B2B buyers now begin their journey online, conducting independent research and visiting multiple vendor websites before making direct contact (Userguiding, McKinsey & Company). This marks a significant shift from the traditional reliance on direct sales, as buyers increasingly prefer the convenience and flexibility of digital interactions.
The growing importance of self-service tools and e-commerce platforms highlights the need for companies to adapt to these new buyer behaviors. Buyers can now explore solutions, compare products, and access critical information without immediate sales interaction. This change underscores the necessity for businesses to maintain a strong online presence while balancing digital convenience with personal engagement when needed.
In this evolution, the successful integration of digital channels alongside traditional sales is key to meeting the modern expectations of B2B decision-makers.
The Shift to Digital Research in B2B Decision Making
Online Research as the First Step:
Today, nearly 90% of B2B buyers start their purchasing journey with an online search, often visiting 2-7 websites before engaging directly with a vendor (Userguiding, McKinsey & Company). This marks a pivotal change from the traditional reliance on direct sales as the primary source of information. Buyers are increasingly using digital channels for initial research to explore options, compare products, and gather the information needed to make informed decisions.
The demand for self-service and e-commerce platforms has grown rapidly as buyers favor these tools for convenience, allowing them to manage much of the research and evaluation phase independently (McKinsey & Company, Userguiding). This trend highlights the need for businesses to offer comprehensive and easy-to-navigate digital tools that help buyers find what they need without direct engagement.
Content Preferences:
B2B decision-makers show a strong preference for vendor-provided content that directly addresses their specific challenges. Whether through case studies, product comparisons, or customer testimonials, decision-makers value content that provides clear, relevant, and actionable insights (Userguiding).
Mobile vs. Desktop: How B2B Buyers Use Each
Mobile Use for Quick Access:
Mobile devices are becoming increasingly important in the early stages of the buyer’s journey. Mobile users tend to favor quick browsing sessions, often viewing an average of 3 pages per session during initial research (SEMrush). However, these sessions are generally shorter, and mobile bounce rates are higher—around 60%—indicating that mobile users typically prefer shorter, more direct interactions (SEMrush).
Desktop for Detailed Research:
While mobile is great for quick searches, desktop remains the go-to platform for more in-depth research. Desktop users generally spend more time per session, viewing 4-7 pages on average and staying engaged longer, which makes it a better platform for detailed product comparisons and research (Elevation Marketing, SEMrush). For complex decision-making, B2B buyers often turn to desktop devices to thoroughly explore their options (Elevation Marketing).
The Role of Direct Sales vs. Digital Channels
Omnichannel Engagement:
Modern B2B buyers now prefer an omnichannel approach, where digital channels and traditional sales interactions complement each other (McKinsey & Company 1, McKinsey & Company 2). Online research and self-service portals help streamline the early stages of the decision-making process, while direct sales interactions remain essential for more complex or high-value transactions (McKinsey & Company).
Balancing Traditional and Digital Channels:
According to McKinsey’s “rule of thirds”, B2B buyers now split their interactions almost equally between traditional sales, remote communication, and self-service channels, depending on the complexity of the purchase (McKinsey & Company). This balance reflects the importance of offering flexibility to buyers, ensuring they can seamlessly transition between self-service and direct sales as needed.
Key Takeaways for B2B Companies
Companies need to prioritize optimizing both mobile and desktop experiences, ensuring their websites are functional, fast, and engaging across all devices. Slow-loading websites or poor user experiences can result in lost opportunities as buyers navigate away from unresponsive pages (Elevation Marketing, SEMrush).
Incorporating a robust omnichannel sales strategy that balances the convenience of digital self-service with the personal engagement of direct sales is critical to meeting the evolving expectations of B2B buyers. Companies that can seamlessly integrate these elements will have a competitive edge in today’s dynamic B2B market (McKinsey & Company 1, McKinsey & Company 2).
Wrapping Up: Preparing for the Future of B2B Buyer Behavior
As the buying journey continues to evolve, it is essential for companies to embrace digital transformation by optimizing their online presence and ensuring a smooth experience across both mobile and desktop platforms. However, maintaining a balance between digital convenience and personal interaction will remain key to meeting the needs of modern B2B buyers.
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How B2B Decision Makers Search for Information: a Data-Backed Analysis
How B2B Decision Makers Search for Information in 2024: Online vs Direct Sales, Desktop vs Mobile.
The way B2B decision-makers approach research and purchasing has evolved significantly in recent years. Traditionally, B2B buyers relied heavily on direct interactions with sales teams to gather information and make purchasing decisions. However, with the rise of digital tools and self-service platforms, the landscape has shifted dramatically. Today, digital channels play a crucial role, allowing buyers to conduct their own research before engaging with sales.
Nearly 90% of B2B buyers now begin their journey online, conducting independent research and visiting multiple vendor websites before making direct contact (Userguiding, McKinsey & Company). This marks a significant shift from the traditional reliance on direct sales, as buyers increasingly prefer the convenience and flexibility of digital interactions.
The growing importance of self-service tools and e-commerce platforms highlights the need for companies to adapt to these new buyer behaviors. Buyers can now explore solutions, compare products, and access critical information without immediate sales interaction. This change underscores the necessity for businesses to maintain a strong online presence while balancing digital convenience with personal engagement when needed.
In this evolution, the successful integration of digital channels alongside traditional sales is key to meeting the modern expectations of B2B decision-makers.
The Shift to Digital Research in B2B Decision Making
Online Research as the First Step:
Today, nearly 90% of B2B buyers start their purchasing journey with an online search, often visiting 2-7 websites before engaging directly with a vendor (Userguiding, McKinsey & Company). This marks a pivotal change from the traditional reliance on direct sales as the primary source of information. Buyers are increasingly using digital channels for initial research to explore options, compare products, and gather the information needed to make informed decisions.
The demand for self-service and e-commerce platforms has grown rapidly as buyers favor these tools for convenience, allowing them to manage much of the research and evaluation phase independently (McKinsey & Company, Userguiding). This trend highlights the need for businesses to offer comprehensive and easy-to-navigate digital tools that help buyers find what they need without direct engagement.
Content Preferences:
B2B decision-makers show a strong preference for vendor-provided content that directly addresses their specific challenges. Whether through case studies, product comparisons, or customer testimonials, decision-makers value content that provides clear, relevant, and actionable insights (Userguiding).
Mobile vs. Desktop: How B2B Buyers Use Each
Mobile Use for Quick Access:
Mobile devices are becoming increasingly important in the early stages of the buyer’s journey. Mobile users tend to favor quick browsing sessions, often viewing an average of 3 pages per session during initial research (SEMrush). However, these sessions are generally shorter, and mobile bounce rates are higher—around 60%—indicating that mobile users typically prefer shorter, more direct interactions (SEMrush).
Desktop for Detailed Research:
While mobile is great for quick searches, desktop remains the go-to platform for more in-depth research. Desktop users generally spend more time per session, viewing 4-7 pages on average and staying engaged longer, which makes it a better platform for detailed product comparisons and research (Elevation Marketing, SEMrush). For complex decision-making, B2B buyers often turn to desktop devices to thoroughly explore their options (Elevation Marketing).
The Role of Direct Sales vs. Digital Channels
Omnichannel Engagement:
Modern B2B buyers now prefer an omnichannel approach, where digital channels and traditional sales interactions complement each other (McKinsey & Company 1, McKinsey & Company 2). Online research and self-service portals help streamline the early stages of the decision-making process, while direct sales interactions remain essential for more complex or high-value transactions (McKinsey & Company).
Balancing Traditional and Digital Channels:
According to McKinsey’s “rule of thirds”, B2B buyers now split their interactions almost equally between traditional sales, remote communication, and self-service channels, depending on the complexity of the purchase (McKinsey & Company). This balance reflects the importance of offering flexibility to buyers, ensuring they can seamlessly transition between self-service and direct sales as needed.
Key Takeaways for B2B Companies
Companies need to prioritize optimizing both mobile and desktop experiences, ensuring their websites are functional, fast, and engaging across all devices. Slow-loading websites or poor user experiences can result in lost opportunities as buyers navigate away from unresponsive pages (Elevation Marketing, SEMrush).
Incorporating a robust omnichannel sales strategy that balances the convenience of digital self-service with the personal engagement of direct sales is critical to meeting the evolving expectations of B2B buyers. Companies that can seamlessly integrate these elements will have a competitive edge in today’s dynamic B2B market (McKinsey & Company 1, McKinsey & Company 2).
Wrapping Up: Preparing for the Future of B2B Buyer Behavior
As the buying journey continues to evolve, it is essential for companies to embrace digital transformation by optimizing their online presence and ensuring a smooth experience across both mobile and desktop platforms. However, maintaining a balance between digital convenience and personal interaction will remain key to meeting the needs of modern B2B buyers.
Did you or your team find this article helpful? Well don’t skip a beat – sign up for our newsletter today to have these thought-pieces sent directly to your inbox!