The Changing Influence on B2B Purchase Decisions

Change is a constant in the business-to-business (B2B) marketplace. Research conducted by Adobe CMO, Google, and Millward Brown shows the changing influence on B2B purchase decisions.

#1. Influence and decision-making are taking place early in the B2B buying process, often before brand awareness. Research shows that 89% of B2B buyers use the internet to research business purchases, and B2B buyers have completed 57% of the buying process before taking any actions.

#2. The ecosystem of influencers in the B2B buying process has also changed in recent years. The B2B audience is now younger and digitally-engaged. In 2014, millennials accounted for 46% of all B2B purchase researchers, an increase of 70% from 2012.

#3. B2B buyers use their mobile devices throughout the entire buying process. They are engaging in multiple media touchpoints while they are seeking and sharing information. Research shows that 42% of B2B buyers use a mobile device to research business purchases, and 49% of them do so while they are at work.

#4. As the point of contact with sales occurs later in the B2B buying process, companies are using content marketing and social media to present their values to potential buyers much earlier in the process and make their brands more relevant and approachable. Research shows that 88% of B2B marketers use content marketing, and 54% of B2B companies have generated qualified leads from social networks.