What are the top factors affecting B2B purchasing decisions?

Chart of the day: B2B customers favor quality product information over the number of products to chose from.

B2B customers need to purchase all sorts of products. Whether they're looking to restock the stationary cupboard or bring in a new suite of marketing tools, they need to be sure that you will be making the right choice for everybody involved.

This is where research from Forester & B2BecNews comes in useful for the businesses trying to sell their products and services. B2B buyers do have similar needs to your average e-commerce consumers placing significant emphasis on how easy the website is to use, fast delivery and the usual low prices. Most importantly the results of the survey show that B2B buyers place having access to credible product details above anything else.

This is good news for marketers who are responsible for the information on their websites as it is actionable via an audit of the info displayed on product pages. Is it accurate? Does it go into enough detail? Is it credible? Making changes to product pages could yield significant results with some more time dedicated to them. Can you afford not too?

Making changes to product pages could yield significant results with more time dedicated to them. Can you afford not too?

• Source: Forrester/B2BecNews Q1 2017 B2B Buy-Side Online Survey
• Sample: 155 B2B buyer respondents
• Recommended resource: B2B Toolkit featuring Brilliant B2B Digital Marketing Ebook, B2B Inbound Marketing workbook, plus 6 other guides

Contributer : Smart Insights