What Marketers Must Know About the B2B Buying Process

As your accounts generate marketing and ad material, do they know which format their B2B prospects prefer? The latest content from Digitalzone points to videos (34%) and infographics (32%). But SalesFuel’s B2B BuyerSCAN research indicates that there’s a lot more to know about the B2B buying process.

When to reach the B2B buyer

Digitalzone’s Dimensions of Demand 2026 report is a snapshot of today’s B2B buyer. In today’s always-​on economy, B2B buyers engage with content before, during and after their official workday. Our research shows that 52% of these buyers are checking email before work. Around 46% check business email after 9:00 p.m. And 31% tune into podcasts about their business or profession. They may be doing that as they commute to work.

These connections offer your accounts an opportunity to make an impression on their target audience.

Messaging and the B2B buyer

B2B buyers become active when they need to solve a problem. A major piece of equipment may need repair. Or they realize they need a new accounting system to help them operate more efficiently. These events start the B2B buying process.

These buyers typically research solutions online before they reach out to a vendor. The details that capture their attention include a company website (39%) and ratings and reviews on social media (44%).

As they dig into the details, they seek a vendor with experience in their line of business (45%). The number of years the vendor has been in business also matters (37%).

Targeting the B2B buyer

Increasingly, business purchasing decisions are made by committee. B2B BuyerSCAN data reveals that two or more employees are involved in most purchases. As more employees join the purchase committee, the B2B buying process typically slows down.

As the level of complexity increases, your accounts’ advertising and messaging must connect with executives, managers and cross-​functional teams.

Which messaging tones work best?

The Digitalzone report finds that B2B buyers have preferences regarding communication style from sellers. When reviewing marketing and advertising materials, 27% say they respond to a style that is “conversational and relatable.”  On the other hand, 26% prefer a “product/​solution focused” style. These preferences indicate a desire to receive personalized messaging.

If your accounts have captured information about prospects, encourage them to personalize their email messaging. Storing zero-​party and first-​party data allows your accounts to know if a prospect prefers email or social media outreach. Paying attention to these preferences will make an impression as your accounts seek to stand out in the B2B buying process.

AI and the B2B buyer

Your accounts’ B2B buyers are increasingly using AI. Around 24% use the technology to help them reduce payroll costs. And 37% state that AI effectively assists them at work, reports B2B BuyerSCAN.

When it comes to purchasing, 25% claim to use AI to improve their decisions. But only around 12% prefer to use AI instead of a salesperson.

Digitalzone’s findings indicate the following top uses for AI in the purchase process:

• Analyzing proposals/​pricing 56%
• Summarizing options 61%
• Reviewing potential vendors 50%

Advertising and the B2B buyer

B2B buyers notice marketer messaging. In the past month, 48% took action on behalf of their company after seeing a sponsored search ad. Seeing an ad on a social network scored top place at 49%.

As a prospect moves through the sales funnel, your accounts want them to take the next step. They can encourage action by ensuring that the right marketing materials are in place. The top actions taken after noticing an ad include:

• Additional online search 47%
• Visit the vendor’s website 43%
• Search using AI 35%

What will prospects learn about your accounts when they expand their online search? Will your accounts show up where B2B buyers go?

Keep the Digitalzone findings in mind as you help your accounts. During work hours, 34% of B2B prospects check out long-​form video (5+ minutes). During personal time, they gravitate to market trends (44%) and news and current events (38%).

And don’t overlook your accounts’ websites. Can a prospect easily access infographics and reports?

Conclusion

Reaching today’s B2B buyer requires updated marketing language. Throughout the new B2B buying process, your accounts must have advertising that speaks to all members of the buying committee. And the content should match each step in the purchase funnel.

Image by Alpha Trade Zone on Pexels.