DIGITAL MARKETING STRATEGIES FOR B2B: 5 STATS EVERY B2B MARKETER SHOULD KNOW

Some interesting data from Eloqua highlights the importance of incorporating digital marketing into your B2B marketing strategy. Here are the most important tidbits:

1.  "78% of B2B buyers start their research with search." - Search isn't often viewed as the most powerful form of B2B digital marketing, but when paired with a comprehensive lead nurturing program it can be the linchpin of your sales funnel. The most significant word here, however, is "start". People that are using search for B2B are most often just beginning their research, so they are all the way at the top of the funnel. Setting up a system or process to guide these people step-by-step through to a sale is essential. 
2. "51% of B2B marketers currently spend 10% or less of their budget on search." - Ten percent! Clearly there's a disconnect between the perceived value of search for B2B organizations and the real opportunity. Search is the place where you should be reaching out and introducing your brand to interested users, but this stat suggests many B2B organizations are not yet fully realizing it's potential as a lead-generator.
3. "When the average order value is above $10,000, 70% of buyers say they view four or more pieces of content." - Here, content is key. Users that are interested in high-cost products or services (i.e. B2B purchasers) need to be convinced or persuaded. They are researching, collecting, thinking, considering and comparing - and they are using all different types of content to help them make a decision. If your organization doesn't have a system in place to develop, distribute, track and follow up on digital leads, now's the time to start.
4. "78% of B2B buyers go directly to vendors’ websites." - Your website is an extension of your sales team, but does it act like it? Many organizations simply have a website because they think they should, and often times they end up acting as a static brochure with a contact button. Start thinking about your website as a dynamic source of sales content for all audiences, and you'll transform your digital channels from brochures to lead-machines.
5. "50% of B2B buyers turn to social media/peer reviews." - Social media is often neglected by B2B organizations because they don't see any value there. However, it's clear that many buyers are using social channels as trust-building tool. Make sure your sales and content system integrates social media channels so that, when a potential buyer is looking for a review, you're able to help them find it in the form of customer testimonials, case studies, and personal contact. Although social media can be "the wild west", at times, your presence there means you can control the message and what people see while researching.

There is no clear-cut template for B2B marketing success. Your organization should put thought into what audiences care most about and what questions they might have when considering your product or services, and you need to put in the time and processes to develop content that guides them through the sales funnel. But the proof is in the pudding, B2B buyers expect to see your organization online from lead to sale - how will you get them there?