Don’t die wondering why B2B buyers don’t contact you - Showtime Digital

Don’t die wondering why B2B buyers don’t contact you

17 May 2019 Read 1826 times

There have been two recent surveys which address details of the preferences of the B2B buyer and we’ll bring them together in this article. It won’t be pretty and in fact it may be downright discouraging, however I promise you by the end you’ll know -

  • How B2B buyers consume content and where?
  • Why half of B2B buyers simply do nothing?

Our B2B buyers article on how to start conversations with B2B buyers discusses the latter point.

It won’t be a surprise to you in 2019 less and less B2B buyers are willing to take phone calls from salespeople and more and more of people tell you they’re busy, busy, busy.

If they don’t pick up the phone what do you have to do to make them aware of you so you can be a consideration in their buying process?

One of the most effective ways is to place content out there so they can find you at their leisure.

Sounds like a plan?

Well for most it isn’t.

How B2B buyers choose to consume content

In the first B2B survey B2B buyers want more than glossy brochures which simply sell. They want more objective and useful content which is specific to their needs.

If you believe your content is not worth creating then that’s ok, because 7.8% of your potential buyers believe the same thing. That’s a good size of the market if every one of those buyers only even calls you.

But for the rest of us who want to put our best foot forward every time, 92.2% of B2B buyers say a vendor’s content plays a critical role in their decision-making process. If only to eliminate you from being considered.

While most of us, if we’re the buyer, place value on content, when buyers investigate us much of what they see is lacking. Our content endeavours to cover too much ground and be applicable for too large an audience. As such what is said has little relevance and lacks the encouragement needed for the buyer to pursue the vendor.

Decision makers of all levels in the organisation say irrelevant content is a huge issue, with 48% of buyers saying the content they viewed was somewhat relevant to them. But it gets worse with 14.2% of buyers saying the content they received was not relevant at all.

Of those B2B buyers who say a vendor’s content plays an important role in their decision-making process only 1 in 3 said the content was relevant. Ouch.

Even though buyers believe the content they read is largely irrelevant they still see it as valuable to assisting them in their decision-making process. If only to put you to one side.

So, what kind of content do marketing leaders prefer?

Content preferences

Around half of decision-makers prefer a mix of physical and digital content. But digital far outweighs the physical content, and maybe due to its animality, 41% of marketing leaders prefer to engage with content digitally.

With everyone being busy, busy, busy it’s also the better way to engage buyers 24/7 as digital content is easier to share with other members in the decision-making process.

So, what kinds of content are they most likely to engage with?

Content formats

When asked about content formats, nearly 56% of B2B buyers say a client’s opinion of you and your offer is more valuable to them than what you say about yourself.

A total of 52% of people value video and 50% value research reports. A good mix for creative and analytical minds to digest.

The high value placed on third-party analysis speaks to a marketing leader’s need for added validation from a resource external to the organisation.

Given the importance of your client’s opinions and how you make this content available, it should be no surprise that 63.2% of buyers prefer detailed reports to find the information they need to form their decision.

As well as this, 50% of those investigating your offer refer to third-party review sites for added validation.

Other supporting sources of content include Research reports (55.4%) and Vendor websites (52%).

Marketing leaders have many sources of content formats and sources available to them, but which channels do they turn to most often to consume information?

Content channels

As we move further into the digital divide only 34.3% of B2B marketing departments take phone calls as a preferred point of contact. The C-Suite are even less likely to do so at 26.6%.

If we park that which channels do B2B buyers use to consume information and research vendor solutions? It won’t be surprising to see Google or Bing Search accounts for 87.7%. So you need to be creating articles, eBooks, video content and detailed reports.

Half of your buyers go to LinkedIn to find information about you while 71% of people engage through email marketing is you’ve downloaded a report in the past.

How prevalent is indecision for B2B buyers?

But it’s not over yet because this is where we link this survey to another on B2B buyer indecision.

Half of B2B buyers won’t do anything. That’s right, they will be a total waste of your time.

This survey found 50% of buyers had poorly defined criteria.

Due to this confusion 53% of B2B buyers were likely to postpone their decisions.

The two major reasons people postponed their purchase decision was –

66% of people saw no differentiation between suppliers

57% didn’t want to be sold an off the shelf product/service

The solution

The way to keep yourself in consideration with your potential buyers is to –

  • Create unique content
  • Make it available earlier
  • Be specific to each buyer type

And remember if they’re just not that into you it may just be about them.

If you're deciding on a way to win ground back in this coming year and you're looking for an agency, then chose a focused B2B digital agency.

If you want to create some great content, we’re a phone call away on 03 8866 5551.

Steve Palmer

Steve Palmer is the Joint Founder and CEO of Showtime Digital. Steve has been in B2B sales since 1997 but influencing people and behavioural science has been a long-term passion.

The magic he brings to his clients is in knowing how to engage their audience. His goal is to help businesses understand the deeper reasons of why consumers convert online with them.