High-value B2B purchase decisions are typically complex, involving multiple decision makers. They often involve interactions with sales staff to check the fit between product and service and what the client is looking for. Higher in the funnel, when purchasers are comparing the features of suppliers they will use multiple sources.
This research from Global Web Index across a large sample of B2B buyers show the range of information sources that are used. These include both traditional sources such as sales presentations and direct mailing which remain important and newer techniques. For example, communities created by the business or independent communities are surprisingly important. Company pages are on social media are also used are slightly more important that trade ads today.
The chart doesn't clarify 'relevant industry website', we can assume this includes both supplier sites and specialist industry news sites. 'News story' is the second most popular source showing the importance of technical publishers in explaining the options in buying decisions.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.
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