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80% to 90% of B2B buyers already have a list of vendors in mind before the search process begins

Top 3 Influences on B2B Buying in Tech

StoryAZ Studio

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In Brief: Content marketing has taken center stage when it comes to how B2B buyers are evaluating vendors. We describe steps companies can take to create a strategy.

If your growth strategy relies on finding B2B buyers who are starting their search for a vendor, you are already too late. According to a Bain & Co. survey of companies who are involved in buying software and other products, 80% to 90% already have a list of vendors in mind before the search process even begins. 

Even more striking is that 90% will ultimately choose a vendor from the initial list.

One respondent to the Bain survey said they went to the vendor’s website to gather information about delivery times and cost estimates, and removed firms who had websites that were confusing or difficult to navigate. 

While B2B buyers are looking to a vendor’s website to gather information, they are also looking beyond. Does your content marketing strategy address these channels? Knowing where your customers are searching is vital to get onto your buyers’ vendor “day one” short list:

  • Industry publications
  • Review sites
  • Webinars
  • Industry analyst reports

Content marketing’s role in influencing the buyer process is growing in importance. Knowing how buyers gather information can help firms crack the day one list. It starts with reviewing your own website so you can know what content to create. Ask these questions to get started:

  • What is the most popular content on your website?
  • What questions about your products or services are customers asking about or searching for?
  • What are the most common customer service requests?

While you are working on getting your own website in good shape, do an audit of where you appear through an open web search. Remember this is exactly the process your prospects are following to evaluate you. Your questions should include:

  • Where does your brand, products or services show up?
  • How does your ranking and placement compare to your competitors? 
  • What are analysts and other influencers talking about with respect to your operating segment?

With answers to these questions in hand, you are now ready to devise a content marketing strategy that will address the topics that your prospects care about. This is a crucial step to amplify your visibility and leadership. If you’re interested in learning more about how we assist clients, visit these sections:

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Previously published on Linkedin Pulse.