Knowing where your buyers do research when making purchasing decisions is crucial to any marketing strategy. Digital natives, a new generation of younger buyers, have completely revolutionized the purchasing landscape for B2B vendors. Their biggest resource? The world wide web.
A study of millennial buyers by Merit found that 73% of employees ages 20-35 years old are involved in product or service purchase decision-making at their company. In fact, one-third reported they are the sole decision maker for their department.
These younger, and typically more technologically advanced, buyers expect they can find the information they need about your brand online through an organic search. Your company needs to have any and all content available at the push of a button.
But the work doesn’t stop there. Once a buyer finds your brand, you hope they make the leap to visit your website, meaning your site needs to be one of your most appealing assets. If you don’t give visitors plenty of easy, attractive opportunities to convert on your website, content marketing won’t generate leads for you.
But online searches and vendor website aren’t the only resources digital natives are using to make purchasing decisions. This younger generation also relies heavily on recommendations from peers and colleagues.
Like recommendations from friends and family in their personal lives, the opinion of other buyers becomes very important. A big part of the purchasing process involves B2B review sites, where purchasers seek the opinion of their peers and colleagues.
Here’s Elizabeth Hines, creative/editorial director at Fronetics, to discuss the top resources for B2B buyers and how you can be prepared to meet them online.
Though the purchasing landscape has changed over the past decade, B2B marketers have the tools to get in front of the right buyers. These tools including knowing what resources buyers are using and how to use these assets to your advantage. With a documented strategy and high-quality, informative content, you’ll be ready to meet digital natives where they are.
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