B2B Marketers to Improve Their Online Promotions, Content

by | 2 minute read

There’s no ques­tion that both BtoC and BtoB buy­ers are spend­ing more time with dig­i­tal bloggermedia. B2B mar­keters have typ­i­cal­ly spent a sig­nif­i­cant por­tion of their ad bud­gets on print­ed trade jour­nals to reach their buy­ers. New research from Acu­ity Group shows that B2B mar­keters may begin to add  more dig­i­tal media to their mix to reach younger buy­ers.

Acquity Group’s 2013 State of B2B Pro­cure­ment Study sur­veyed the habits of B2B buy­ers who have con­trol of at least $100,000 in annu­al cor­po­rate spend­ing. This study includ­ed over 200 par­tic­i­pants from a vari­ety of indus­tries.

One key find­ing of this sur­vey is the cor­re­la­tion between online shop­ping and age. Specif­i­cal­ly, the young cor­po­rate buy­ers in this sur­vey tend to do more research and pur­chas­ing through online media than their old­er coun­ter­parts:

Here’s a break­out of cor­po­rate buy­ers and the per­cent­age of pur­chas­ing they do online by age group:

  • Ages 18–35 – 90%
  • Ages 26–45 – 68%
  • Ages 46–60 – 45%
  • Ages 60+ 29%

In addi­tion, when buy­ers are plan­ning to spend $5,000 or more on an item, they tend to engage in research. For B2B buy­ers over age 60, a 30-minute research peri­od is suf­fi­cient. But young buy­ers spend up to 2 hours on this process. Their dili­gence sug­gests that B2B mar­keters with a strong con­tent focus can improve their chances of con­nect­ing with B2B buy­ers.

If you're mar­ket­ing in the B2B chan­nel, have you noticed this trend? Have you shift­ed more of your ad bud­get to dig­i­tal media, and, are you focus­ing on con­tent mar­ket­ing to reach the younger buy­ers?

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.