According to a survey from Enquiro, one of North America’s leading search marketing firms, marketers have a 76% chance of influencing technical buyers’ B2B purchasing decisions through search marketing.

The survey data revealed that for over 89% of more than 1,000 technical B2B buyers, working online is a definitive part of the purchase decision. This means that vendor websites, search engines, and industry information websites have a great effect on the technical buyers. These online influences even surpasses offline influences like word-of-mouth and trade publications.

The survey also revealed the most important types of information for technical buyers, which are the following:

comparative pricing

product information

implementation testimonials

The largest influencers for the B2B technical buyers during the negotiation phase, when they enter the later research phase and start compiling information, were determined to be the vertical search engines. These search engines help them gather the detailed information they need.

This research is proof that more and more B2B buyers look online when making purchasing decisions, which gives B2B marketers many opportunities to target prospects in new ways.

The whitepaper of the research is available at www.enquiroresearch.com.

Source: New Research Reveals Best Practices for Marketing to B2B Technical Buyers

This entry was posted on Thursday, October 18th, 2007 at 6:59 am and is filed under Online Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.