Today, it is essential for decision makers, sales managers, customer relationship managers and customer service managers to have a clear idea of the profile of B2B buyers. This way, it is possible to offer them a more relevant and, therefore, more effective personalized purchasing experience.
To do this, we will do a complete review of the behavior, expectations and spain phone number data habits of the B2B buyer, their main search and communication channels and their preferred purchasing methods.
These issues are crucial for companies and are at the forefront of the concerns of R&D teams.
In fact, it is crucial for companies to identify the profile of B2B buyers and understand their behaviour and needs . To do this, Accenture, a Fortune Global 500 firm and specialist in consulting, has undertaken in-depth work on B2B customers. Several important trends have been highlighted, providing valuable insights for enriching B2B buyer profiles and attracting new customers.
Thanks to this, the study found that these buyers are increasingly independent . Most customers complete 57% of the purchasing process before even contacting a company. Decision-making is therefore increasingly dependent on the prior collection of appropriate documentation. In addition, customers are very cautious: more than 90% of them never respond to cold calls. Decisions are also increasingly made collectively, to reduce the risk of error and optimize spending.
Social media now plays a key role in B2B transactions. While 61% of B2B purchases are initiated online, it is now observed that 58% of B2B buyers will search for information via social media rather than via search engines. Another important point: the level of demand from business customers has increased considerably in recent years. Since B2C channels offer highly developed and customized search services, B2B buyers want similar services and interfaces.
The behavior and expectations of today's B2B buyers are a key issue for companies. WBR Insights conducted a study on this topic entitled "The Next Generation of B2B Purchasing." This study is based on feedback from over 200 American and European professional buyers, allowing a better understanding of their purchasing habits. Highlights include that 87% of professional buyers use marketplaces as their primary purchasing channel , 73% value their purchasing experience through digital channels, and only 14% of buyers prefer to sell through direct sales contact.
2. Preferred search and communication channels
In order to adapt to these new behaviors, companies are forced to review their communication and their way of being present on the Internet.
A professional buyer seeks to be increasingly informed before making a purchase decision.
To support them in their product search process, it is advisable to provide them with specialized purchasing guides with technical information that meets their expectations. Prepared with a neutral and pragmatic approach, the purchasing guide is a great asset for informing customers and redirecting them towards products that may interest them.
The age of professional buyers is also a factor to take into account.
For customers belonging to Generation Y (born between the early 1980s and late 1990s), e-commerce is a fundamental part of their purchasing habits. For 85% of them, digital media has become their preferred method of searching for products and services, whether through social networks, websites or search engines . Mobile and video formats are the most popular in this area. It is also noted that 43% of them prefer to deal directly with the manufacturer rather than with a distributor.
To improve the visibility of their products, companies can no longer afford to ignore digital advertising and paid referencing.
Online advertising (cf. Google Ads) has become indispensable when it comes to increased visibility . This is the case in highly crowded sectors. Pay-per-click (PPC) advertising, like paid social advertising, allows a company to increase the attention paid to its products. A service such as Google Ads remains highly effective for reaching professional customers through targeted queries.
When it comes to communication, you should forget about aggressive strategies. Inbound marketing principles are much more appropriate today, focusing on value-added content to capture customers' attention. Content marketing, through blog posts, white papers, case studies or webinars , is a great way to find new potential customers.
3. Preferred purchasing channels in B2B
In 2022, the latest trends observed in B2B have highlighted the importance of diversifying channels to reach professionals.
Regardless of a company's sector of activity, it is now unthinkable to handle orders solely by phone or email. With the emergence of various platforms to meet the needs of buyers, e-commerce has taken over from B2B. Specialized marketplaces are a response adapted to new customer habits.
Now more than ever, implementing a digital strategy is a promising option for businesses. A McKinsey report has shown that e-commerce leaders for professionals achieve five times higher turnover growth than their competitors who are not present on marketplaces. The relevance of the multi-channel approach is confirmed by a study by Forrester Consulting, which shows that orders are 1.6 times higher and loyalty doubles with such a strategy.
