Major Trends in the B-to-B Space According to Google

by | Jul 9, 2013

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. 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.

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