The Changing Face of B2B Marketing (Google study)

March 2015 (Think with Google) — There have been interesting shifts in B2B in the past two years. To find out what’s changed Google and Millward Brown Digital surveyed B2B decision makers about their research and purchase habits.  The results debunk a number of widely held beliefs and have major implications for any B2B marketer.

5 myths the study debunks:
Myth #1:      Millennials aren’t making B2B business decisions
Reality #1:   Nearly half of all B2B researchers are millennials

Myth #2:      B2B marketing should target the highest-level executives
Reality #2:   B2B researchers who are not in the c-suite influence purchase decisions

Myth #3:      Branded searches should be the focus of your search strategy
Reality #3:   71% of B2B researchers start their research with a generic search

Myth #4:      Not many B2B researchers use mobile
Reality #4:   Mobile usage is intensifying; B2B researchers are using it throughout their entire path

Myth #5:      Video is watched solely to gain awareness
Reality #5:   B2B researchers watch video during the entire path to purchase

Here is a link to the article:  The Changing Face of B2B Marketing


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