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B2B Marketing – Is Your Customer a Consumer?

I have had numerous meetings with prospective clients over the past several weeks where we were discussing the clients website, SEO and social media activities. In more than a few of these, the client expressed real concern about the importance of their website and why they should consider social media, with a statement something like this: “you know, we know who our customers are and who to target – what do we need that stuff for?”

I needed to check the calendar to be sure it was still 2013, and that I didn’t backslide into the 90’s.

So then I came across a few statistics:

  • 92% of B2B purchases start with an internet search
  • Buyers are now 70% into the buying process BEFORE engaging a sales rep – that was typically 30%

Source: The Current State of B2B Marketing, Consilium Global Business Advisors

As a B2B marketer, if these don’t make you take notice of the importance of things like SEO and social media than nothing will……and you will be left behind scratching your head and wondering where all your business went.

The point is, this is a new selling environment and your customers are also consumers. Those same consumers that Google everything, do research, ask their friends, go on social media sites and in general treat B2B purchases the same way they treat the purchase of a new refrigerator, car or pair of jeans. They look around, they shop, they talk to their friends or associates and they are online.

So imagine this situation….your prospect is in a meeting with their boss and team discussing whatever it is that your company may be able to supply. That prospect is tasked with finding a solution to a problem you could solve. They leave the meeting; go to their desk and what happens next?

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