How B2B Buyers Get Their Vendor Information

As we noted in our last post, the B2B buyer’s journey is a long one that does not include vendor contact until the end of the cycle. So, how do purchasers gather vendor information?

A recent study confirmed unsurprisingly that Web search (56%) and vendor websites (39%) were the most frequent sources in the initial research phase of the process.¹ The study reported that once a buyer identified a potential vendor and spent time on its website, there were three major factors that influenced their experience:

• Easy access to relevant content (65%)
• Easy access to pricing/competitor information (65%)
• Content that spoke directly to buyer’s needs and demonstrated industry knowledge (55%)

80% of the respondents indicated a vendor’s content had a positive, significant impact on their buying decisions.

When asked about the top reasons why a vendor was selected, two key answers dominated the responses:

• Vendor demonstrated strong knowledge of the solution area and landscape (65%)
• Vendor demonstrated strong knowledge of the buyer’s company and its needs (64%)

Virtually all of the participants said they are demanding and expecting some degree of customization in the form of relevant content and efficient engagement — at all stages of the buying journey.