Here’s why:
- B2B buying is complicated, with multiple decision-makers and long sales cycles. Today, 60% of B2B buying decisions involve more than four decision makers, and nearly a quarter involve more than seven.
- A lot of B2B buyer processes have become digital-first—cutting down direct interaction with sales-reps.
- They educate themselves through different channels, so you need to be where they are.
- Buyers do extensive research and take their time before making decisions. They rely on multiple sources—search engines, reviews, and industry content—to evaluate their options.
So, what can you do? The key is adjusting your marketing strategy to match how B2B buyers actually behave today.
What does the B2B buyer journey look like?
Nearly 80% of buyers say their last purchase was complex and difficult. That’s because the B2B buyer journey isn’t a straight line—it’s unpredictable and varies from customer to customer.
From our experience in B2B sales, no two deals are the same. Some buyers find us organically and are ready to purchase immediately. Others require outreach and months—or even years—of nurturing before finalising a sale.
Every journey is unique, shaped by different factors like company priorities, internal approval processes, and market conditions.
However, while every sale is different, there are ways to make the process smoother.
By understanding how buyers research, compare, and make decisions, you can position your brand effectively and guide them toward a purchase with less friction.
How to align your marketing with unpredicable B2B buyer behaviour
Establish your online visibility first
As we’ve discussed, buyers prefer to research on their own.
They’re less likely to respond to cold calls or emails unless they’ve already seen or heard about your brand. That’s why a strong digital presence is essential.
You need to be visible across multiple platforms so that when potential buyers start their research, they recognise and trust your brand.
Social media visibility
Many companies post sporadically or run occasional ads, fearing they might overwhelm their audience.
But in reality, getting noticed requires consistency. Social media algorithms favour regular posting, especially when it comes to video content. And your audience does too.
Studies show that people remember 95% of what they see in videos compared to just 10% of what they read.
If you want to build awareness:
- Post content regularly on LinkedIn and other relevant platforms.
- Boost posts to reach your ideal audience. More than two-thirds of people recalled seeing a video ad while browsing online during the past week (20% more than recalled seeing a static, banner or display ad).
- Stay consistent. Brands that post regularly get 5x more likes, comments, and shares than those who don't.
Even if people don’t interact with your content right away, repeated exposure builds familiarity and trust, which are key to long-term engagement.
Website optimisation
Your website plays a crucial role in your buyer’s journey. It’s where potential customers go to gather information, validate their decision, and ultimately convert.
Here’s why it’s essential to optimise it:
- Clear offering and value proposition: Make sure visitors can quickly understand what you offer and how it benefits them. Your value proposition should be prominent, making it easy for users to grasp your product’s unique value.
- User experience: Ensure your site is user-friendly, with easy navigation, fast loading times, and mobile optimisation. A smooth experience encourages visitors to stay and engage longer, which increases the likelihood of conversion.
- Decision-making support: Your website should empower users to make decisions independently by providing all the relevant information upfront. This includes case studies, testimonials, detailed product descriptions, and pricing details—ensuring that visitors don’t feel the need to speak with a sales rep to get the information they need.
- SEO optimisation: Your website should be designed with search engines in mind, so when potential buyers search for solutions you provide, they can easily find you. Ranking high in search engine results pages (SERPs) is key to staying visible in a competitive landscape.
Review sites
In addition to social media and your website, many B2B buyers turn to third-party review sites before making a purchase. Sites like G2, Capterra, and TrustRadius are where potential customers compare solutions, read reviews, and evaluate options.
Make sure your brand appears on relevant comparison platforms so that when people search for terms like "best video software" or “best CRM tools,” your product is visible.
Getting listed on these sites allows you to:
- Showcase positive customer reviews and ratings.
- Build credibility by appearing on trusted, reputable platforms.
- Capture leads from visitors researching similar products and services.
The ideal scenario
In a perfect world, buyers will see you on social media, find you through search, visit your website, and convert.
But as we’ve mentioned, the sales process is rarely that straightforward. This is why you also need to focus on the human element—building trust and relationships over time to guide buyers toward a decision.
Add in the human element
While research from Gartner shows that 75% of B2B buyers prefer a rep-free sales experience, they still crave personalised interactions.
In fact, nearly 70% of B2B buyers expect vendors to have deep insights into their specific needs, industry challenges, and business goals.
This highlights an important truth: even though your marketing efforts might be driving inbound leads and easing the burden on your sales team, personalisation and human connection remain vital.
The role of social media in the sales process
Ideally, your marketing strategy is driving leads to your business, making your salespeople’s jobs easier by engaging with prospects who are already familiar with your brand.
This is where the value of social media comes in.
By maintaining a consistent and targeted presence, you're building brand recognition. When you finally reach out to a potential lead, they’re more likely to trust you, as they’ve already seen your brand across different platforms. This familiarity makes them more open to conversations, increasing your chances of success.
Why events still matter
Even in a digital-first world, the human element shouldn’t be overlooked. People still crave personal interaction.
Capitalising on events—whether virtual or in-person—can be a powerful way to engage with prospects, showcase your brand, and strengthen relationships. We’ve seen firsthand how attending and hosting events can significantly boost brand awareness and create meaningful connections with potential buyers.
By incorporating face-to-face interactions into your strategy, you remind prospects that behind every brand is a team of real people ready to help. This human touch builds trust and lays the foundation for deeper, long-term relationships.
Conclusion
B2B buying has changed, and your marketing strategy needs to change with it. To stay ahead, focus on being where your buyers are, providing value through content, and using data to personalise your approach.
The more you align with how B2B buyers think and act, the better your chances of turning them into customers. Need help doing that? Reach out and we'll show you how to jump start your content startegy with video.
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