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The changing face of B2B buyer behaviour
Attribution: Landesarchiv Baden-Württemberg, Fotograf: Willy Pragher
4 differences in buyer behaviour - and how you need
to respond to stay ahead
There have been some key shifts in B2B
buyer behaviour...
...from who the buyers
are to what they do
before they buy
Source: Google,: The Changing B2B Buyer
Who's buying?
Millennials
are
under-35 digital natives
They've never known a world
without the internet
– and that affects everything they
do...
... blurring the line
between professional and personal lives.
As marketers, we need to make sure we're
taking this into account when engaging with
these buyers.
Even if millennials don't
make the final purchase
decision, they influence it – from
initial research and
shortlists through to the
final outcome. 81% of non-C-suite researchers influence purchase decisions
Think with Google, 2015
...And it's no longer a solitary
figure that makes the decision –
it's made by teams.
So how are these buyers
different? And how can we adapt to that?
Difference 1
Millennials are tech-savvy and mobile
They look for meaningful
data and expect
to find it instantly and
easily.
And they're always online.
So how do we reach them?
1. With online
interaction and a
24/7 digital
presence to
provide the
answers they're
looking for.
How do we reach
them?
2. By offering different levels of insight
for their decision-making process.
How do we reach them?
3. And by making
all our assets
mobile-friendly
and easy to
access.
How do we reach them?
Difference 2
Millennials do lots ofonline research
At the
beginning,
they aren't searching by
brand...
B2B buyers conduct 12 internet searches
before engaging with a brand.
Think with Google, 2015
Image: booksandbeverages.org
... so we should offer different assets to
match their appetite: in a variety of
formats
with varying levels
of detail
Be visible on sites where
they spend time regularly.
Talk to your customers and your
sales people to find out your
prospects' online watering holes.
Conduct 'social listening' by
monitoring forums and social
media.
Publish articles about topics that
interest them on sites they
visit frequently.
Difference 3
Millennials don'tlike spin
They form opinions after contact with real people online.
"They see social sharing as a way to gather input and learn from
others"
Harvard Business
Review, 2015
85% use social media to research products and services for their companies.
Sacunas, B2B Report:
Millennials
They use forums, social media and reviews to
do this.
So how should we respond?
Image: blogtrepreneur.com/smi
By sharing our
stories through
demos, videos,
and panels –
followed up with
engagement on
social media.
How should we
respond?
Difference 4
Millennials don'tclock off
They multi-task
while
online.
Image: Richard Giles
They have:
decreasing
attention spans...
... a need for instant gratification.
... a need to be entertained
So how can we get their attention?
87% have phones by their sides every second of the day Mitek and Zogby Analytics
70% watch videos during the research stages
Short ones for credibility
and overviews
Long ones for detail
Image: University of Haifa Younes & Soraya Nazarian Library
Does your content reflect
how your buyers buy?
Image: Bowie15, Dreamstime
Talk to us today about
creating B2B content that
fuels profitable sales
conversations.
+44 1628 622187
LinkedIn.com/company/
hn-marketing-ltd
@hnmarketing
hn-marketing.co.uk/contact-us