A recent CEB/Motista B2B Brand survey found that 57% of customers are delaying the process of contacting a supplier and are instead using the data/information available (mostly online) to make purchase decisions on their own.
What does this mean for you, the marketer?
You need to engage with customers early and have the following three things:
- Best website in category
- Engaging content
- Easy-to-comprehend solutions that clearly identify your point of difference
This same study also uncovered an increase in the number of people involved in any B2B purchase, with 5.4 being the average today, which means deals are going to take much longer to close. As a marketer, you must re-engage with potential customers who have visited your site, opened your emails, clicked on your banners, etc.
With the explosion of big data and more choice, we are seeing a phenomenon called ‘Cognitive Overload’ which is the result of information overload. This leads to poor decision-making and increased use of coping strategies.
How can you help?
Simplify the decision making process for the customer. Make your features and benefits clear, and don’t assume more data is better.