Stats, Facts & Research

What Do B2B Buyers Want? New Data Has Insights

Did you know that U.S. B2B marketers spend an estimated $85 billion a year to promote their goods and services; yet there has historically been little research to revel not only what B2B buyers seek in their considered purchase decision process but also how they want to receive and consume marketing efforts. Until now.

Last month, TriComB2B and the University of Dayton released “The Considered Purchase Decision – What Matters, What Doesn’t And What It Means For B2B Marketing And Sales”—a survey with results that uncovered new data points about how the B2B buyer is consuming information and making considered purchase decisions.

One of the key findings relates to the socialization of B2B. The B2B buyer is becoming more socialized online, with the most important social media outlet for B2B being LinkedIn. In fact, 25% of respondents (versus 12% in the 2011 survey) found LinkedIn to be a helpful resource for their considered purchase decision.

post it note on computer screenIf you’re company is currently active on LinkedIn (or plans to be in 2014) and you want to spread the word, promotional products can help. Imprint your LinkedIn URL on ink pens or Post-it® Notes—items that are used often on a daily basis. Or you could tie into the tech aspect and do microfiber cleaning cloth for tablets, phones, e-readers and laptops. Sublimate it with all your social media profiles to boost awareness and drive traffic.

The survey also found that video works, as 57% of respondents have clicked on an online video to gather information as part of the purchase decision-making process. This shouldn’t really be a surprise because YouTube has one billion unique visitors each month with more than six billion hours of video watched each month—a 50% increase from 2012.

That said, with all those videos available, it’s hard to break through the clutter (especially when you’re competing with all those cute dog and cat videos that go viral). Here’s an idea: Put a special code at the end of your video that can be redeemed for some cool swag—a travel mug, a laptop sling or even a compressed t-shirt in the shape of your logo. Depending on the budget and number of video views, you could give a product to each person or you could do a monthly drawing and then hype the winner socially.

Beyond social posts and video, the survey revealed that events matter. From tradeshows to webinars, the ability for buyers to interact with suppliers is important in the B2B realm. Most respondents (84%) attend at least one event on an annual basis, while 30% of respondents attend three or more webinars per year. (Want some ideas on how to boost your tradeshow experience, check out The Five Must-Haves For Your Next Tradeshow Exhibition.)


Whether your working in a B2B or B2C space, however you decide to market to customers, promotional products can play a supporting roles in the process. When incorporating promotional products into your marketing mix, don’t go it alone. Rely on the expertise of a promotional marketing professional to help you select appropriate products, design an effective campaign and get the most ROI from your marketing spend. Book an appointment by clicking here or call us at 248-538-4700 today to learn how!