- 13 Jun
The Changing Face of B2B Marketing
from think with Google
The business-to-business marketplace is changing. While this may not come as a surprise, the way things are evolving might serve as a wake-up call. And, that’s because over the past two years, there have been some rather interesting shifts. Not just in how B2B buying decisions are happening, but also in who’s responsible for them.
So what’s changed?
And to find out, Google partnered with Millward Brown Digital to find out. Approximately 3,000 B2B researchers were surveyed about their research and purchase habits as well as their use of digital (specifically, search, mobile, and video). In addition, Google analyzed 13 months of clickstream data from Millward Brown Digital’s desktop panel. The study, which was fielded in 2014, mirrors research from 2012, enabling us to see the shifts over the past couple of years.
And the results debunk a number of widely held beliefs and have major implications for B2B marketing strategies. So, to see more insights and data, read the entire post at think with Google.