B2B Audiences Primarily Use Search & Social Media to Find Business-Related Content

When it comes to business marketing content, new research suggests that B2B audiences are finding it in a wide range of places.

Recently, Clutch conducted a survey to determine how and where B2B audiences are encountering business-related content. According to the results, the majority (87 percent) are coming across it via search engines. Social media (85 percent) followed closely behind, followed by company websites (75 percent) and email newsletters (71 percent).

Google and Facebook, in particular, were go-to resources for business content among B2B audiences, according to the survey.

To dig deeper, the researchers behind the survey took a look at where audiences with higher purchasing intent encountered business marketing content. In this particular case, 75 percent frequently encountered business content online through a company’s website.

B2B Audiences and the Buying Process

When it comes to the buying process, B2B audiences consult numerous different resources, according to previous research.

According to the “2018 B2B Buying Disconnect” report from TrustRadius, B2B buyers consult 4.9 different information sources on average during the buying journey. In addition, more than 60 percent use product demos to make their final decision, while almost 50 percent rely on user reviews. Less than 50 percent stated that they consult vendors’ product websites.

In regards to how much they trust these resources, the majority of B2B buyers said they primarily rely on their own prior experience with the product.