Since Google touches us all, it’s good to get some trends from “Big Brother” especially when it relates to the B-to-B markets. emarketer.com recently had an interview with Mike Miller, director of business and industrial markets at Google, and some new market research they just completed.
Here are some highlights that we, as B-to-B marketers, should consider:
- Search – Still big and this should be no surprise. Internet usage among the B-to-B sector jumped from 71% to 88% over the last year. Even more enlightening is when asked about how they used search to research business purposes; there was a 23% increase over last year from 67% to 90%.
- Videos – More companies in the B-to-B space are creating videos. They range from how-to videos to thought leadership topics. Here’s an interesting stat – the C suite indexes very high on using videos to find info.
- Digital marketing to reinforce the sales force – By the time a B-to-B purchaser actually engages with a company or sales rep, they’re 57% of the way through the decision process.
So with all our marketing challenges, hopefully these will give you some insight on what you might want to focus your efforts on.