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The Changing Face of B2B Marketing

The Lead Agency
The Lead Agency

Business-to-business marketing (or B2B marketing, as it is often called) involves the sale of one companys product or service to another company; however, the world of B2B marketing is changing rapidly! Here are the top 5 myths revealed in recent findings which every B2B marketer should know.

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The Changing Face of B2B Marketing
MYTHS EVERY B2B MARKETER SHOULD KNOW 5
Myth 1: Millennials Arent Making B2B Business Decisions Reality: 75% of all B2B decision makers are millennialst
Myth 2: B2B Marketing Should Target The Highest-Level Executives Reality: B2B researchers, rather than top-level executives, have most in鍖uence over purchase decisions.
Myth 3: Branded Searches Should Be The Focus Of Your Search Strategy Reality: 71% of B2B researchers start their research with a generic search The Google survey also revealed that B2B researchers did 12 searches prior to engaging on a speci鍖c brand and that they were already 57% along the path to a decision before even performing an action on your site. Therefore, a signi鍖cant opportunity exits for B2B marketers ( and in particular smaller businesses) to capture the attention of researchers before they engage branded results. 15
Myth 4: Not Many B2B Researchers Use Mobile Reality: 60% Mobile dominates search with nearly 60% usage in 2016. The trend towards mobile based searches is shifting so rapidly in fact that Google started rolling out its mobile-鍖rst index late last year. This means Google will create and rank its search listings based on the mobile version of content, even for listings that are shown to desktop users. They plan to eventually switch exclusively to mobile indexation, even for desktop searches. 4G08:00 JOBREQUIREMENTREPORT QUALITY SALES MANAGEMENT RECHECKING REPORT PRODUCTION 4G 08:00 JOB REQUIREMENT REPORT QUALITY SALES MANAGEMENT RECHECKING REPORT PRODUCTION
91% growth in B2B researchers using smartphones throughout the path to purchase Inspiration Research Purchase Post Purchase
Myth 5: Video Is Watched Solely To Gain Awareness Reality: B2B researchers watch video during the entire path to purchase
WHO ARE MILLENNIALS? The millennial generation are true digital natives and unlike any other that came before it. The oldest members of the group were born around 1980, and that means theyve never known a world without the modern-day internet. When millennials joined the work-force, half of all Australians were using email regularly, BlackBer- rys had been the coolest handheld device on the market for several years and online search engines were already a part of daily life, not forgetting that Yahoo was crushing it.

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The Changing Face of B2B Marketing

  • 1. The Changing Face of B2B Marketing
  • 2. MYTHS EVERY B2B MARKETER SHOULD KNOW 5
  • 3. Myth 1: Millennials Arent Making B2B Business Decisions Reality: 75% of all B2B decision makers are millennialst
  • 4. Myth 2: B2B Marketing Should Target The Highest-Level Executives Reality: B2B researchers, rather than top-level executives, have most in鍖uence over purchase decisions.
  • 5. Myth 3: Branded Searches Should Be The Focus Of Your Search Strategy Reality: 71% of B2B researchers start their research with a generic search The Google survey also revealed that B2B researchers did 12 searches prior to engaging on a speci鍖c brand and that they were already 57% along the path to a decision before even performing an action on your site. Therefore, a signi鍖cant opportunity exits for B2B marketers ( and in particular smaller businesses) to capture the attention of researchers before they engage branded results. 15
  • 6. Myth 4: Not Many B2B Researchers Use Mobile Reality: 60% Mobile dominates search with nearly 60% usage in 2016. The trend towards mobile based searches is shifting so rapidly in fact that Google started rolling out its mobile-鍖rst index late last year. This means Google will create and rank its search listings based on the mobile version of content, even for listings that are shown to desktop users. They plan to eventually switch exclusively to mobile indexation, even for desktop searches. 4G08:00 JOBREQUIREMENTREPORT QUALITY SALES MANAGEMENT RECHECKING REPORT PRODUCTION 4G 08:00 JOB REQUIREMENT REPORT QUALITY SALES MANAGEMENT RECHECKING REPORT PRODUCTION
  • 7. 91% growth in B2B researchers using smartphones throughout the path to purchase Inspiration Research Purchase Post Purchase
  • 8. Myth 5: Video Is Watched Solely To Gain Awareness Reality: B2B researchers watch video during the entire path to purchase
  • 9. WHO ARE MILLENNIALS? The millennial generation are true digital natives and unlike any other that came before it. The oldest members of the group were born around 1980, and that means theyve never known a world without the modern-day internet. When millennials joined the work-force, half of all Australians were using email regularly, BlackBer- rys had been the coolest handheld device on the market for several years and online search engines were already a part of daily life, not forgetting that Yahoo was crushing it.