For lead generation marketers, the ability to determine and figure out the manner by which B2B buyers seek information is a vital skill. This not only prepares them to respond to a prospect’s every move in this crucial phase, but it also creates a template by which they can consistently predict their behavior.
So it’s important to know the what, where, and how when it comes to information gathering.
Erica Bell of Business.com offers a breakdown of the type of information prospects seek, what they expect the information to look like, and where they typically go to get them:
What Type of Information Are Buyers After?
While every buyer and industry may be different, there are trends that emerge when you take a look at why types of information most buyers are interested in. A recent B2B Marketing report found that the most sought-after information by buyers is pricing information (71%), technical/product/service specs (60%), and industry/competitive comparison. While 32% of buyers sought the advice of a company expert, half that number looked for the opinion of their peers.
What Do Buyers Want the Information to Look Like?
Buyers want decks, presentations and SlideShare documents and are likely to turn to online sites where they can find information in this format before even speaking to a sales rep. 21% of buyers download presentation decks and perhaps one of the reasons this type of formatting is popular is because buyers can scan slides for the specific information they find most valuable without investing a lot of time. Over half (55%) of the respondents considered presentation decks to be influential in their decision-making process.
Where Do Buyers Go to Find Information?
The most popular way of finding information was to go directly to a supplier website and 47% of buyers in the B2B Marketing study did this. Perhaps one of the most shocking stats from this study is that only 29% of buyers went via a search engine. Other methods of information collection include an industry-specific intermediary, email newsletters, sought advice or recommendations from colleagues and friends, and industry-specific online communities.
Read the full analysis at How B2B Buyers Seek Information and How You Can Fill the Void