B2B Buyers Looking at Vendor Websites; Social Media – Not so Much

B2B buyers tend to conduct a good deal of online research before they contact a vendor. In some cases, they may skip over a vendor because of what they find, or don’t find, online.
This is particularly true with respect to a vendor’s website according to new B2B Web Usability Report issued by KoMarketing Associates and Dianna Huff.

The firm’s research is based on about 175 B2B respondents ranging from C‑suite professionals to staff members that may be involved in procurement. This study is admittedly small but contains great insight from the perspective of a B2B buyer.

Websites are often the top spot for clients to begin their research on potential vendors. Clients say the following content is frequently missing from a B2B vendor website:

  • Case studies/​white papers/​articles 54%
  • Pricing 50%
  • Product reviews 42%
  • Technical support details 42%
  • Client list/​testimonials 31%
  • Shipping information 20%
  • News releases/​media mentions 17%
  • Locations in my city 17%

Researchers also queried survey takers about the importance of social media with respect to the buying decision. They were startled to discover that only 6% of this survey pool said social media mattered ‘a lot’. About 30% called social media important but not a deal breaker while another 26% were neutral on the topic. Another 37% said social media is not a factor.

For now at least, B2B buyers appear to be well-​served by optimizing the kind of content prospective clients want to see on their websites.

To learn more about possible B2B buyers, such as Executive Managers,  check out the Audience Interests & Intent Report available at the Research Store on ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.