In today’s rapidly evolving digital landscape, understanding and optimising the B2B buyer’s journey is crucial for business success. This comprehensive guide explores the modern B2B buyer’s journey and introduces Everysearch™, Found’s revolutionary approach to navigating the complex decision-making process in the B2B space.
The Shifting Search Landscape
Before delving into the B2B buyer’s journey, it’s essential to understand the seismic shift in the search landscape. Traditional search rules no longer apply:
- 77% of B2B customers report that they research thoroughly before making a purchase.
- An increasing number of queries are generated in-browser.
- Search extends far beyond conventional search engines, encompassing social media, e-commerce, video-sharing, and even music-streaming platforms.
This transformation demands a new approach to search marketing – one that captures visibility, commands attention, and maximises performance across every searchable platform.
What is the B2B Buyer’s Journey?
The B2B buyer’s journey is the process that business customers go through when making purchasing decisions. It encompasses various stages, from identifying a problem or need to evaluating solutions and ultimately making a purchase. This journey is typically more complex and longer than consumer buying processes, involving multiple stakeholders and extensive research across diverse digital channels.
How the B2B Buyer’s Journey Has Changed in Recent Years
The B2B buyer’s journey has undergone significant transformations, primarily driven by digital advancements. According to Gartner, B2B buyers now spend only 17% of their time meeting with potential suppliers when considering a purchase. Instead, they dedicate 27% of their time researching independently online which means your digital presence is crucial. Their research also shows that on average, the B2B purchase journey involves between 11 and 20 stakeholders from internal influencers to procurement teams. This is a lot of people to engage and win over.
This shift highlights the critical importance of digital presence and engagement throughout the buyer’s journey, especially given the evolving search landscape.
Introducing Everysearch™: A Revolutionary Approach
Enter Everysearch™ – Found’s ground-breaking approach that aligns perfectly with these evolving buyer behaviours. Everysearch™ recognises that modern B2B decision-making isn’t linear but rather a complex web of digital interactions across various platforms and touchpoints.
Everysearch™ addresses the seismic shift in the search landscape, reshaping how companies navigate digital marketing to thrive in a competitive, fast-paced environment brimming with opportunities. It acknowledges that search marketing goes much further than conventional search engine success.
A key challenge in the B2B space is keeping up with the shifting demands in consumer behaviour. The digital space has never been more complex, but to remain competitive, companies must truly understand how their audiences are searching online and how this behaviour has adapted over time.
Luminr: The AI Lens of Everysearch™
At the heart of the Everysearch™ approach is Luminr, Found’s proprietary platform. Luminr serves as an AI lens to the entire searchable web, seamlessly consolidating a diverse array of search results into one cohesive interface. It offers unparalleled insights, delving deep into every aspect of search performance – from the attention you’re capturing to the influence you’re having, and the strategic moves your customers and competitors are making.
Luminr is an unparalleled tool for understanding your market, your brand’s performance within it, and for helping you get ahead of the competition (and stay there).
The Everysearch™ Approach to the B2B Buyer’s Journey
Let’s explore how Everysearch™ can be applied to each stage of the B2B buyer’s journey to drive growth and enhance customer engagement:
1. Problem Identification
In this initial stage, buyers become aware of a challenge or opportunity within their organisation. Everysearch™ excels here by:
- Optimising content across a wide range of digital resources, including websites, industry publications, and social media platforms.
- Leveraging industry influencers to increase visibility and credibility.
- Ensuring your brand is present where buyers are researching, beyond just traditional search engines.
2. Solution Exploration
As buyers begin to explore potential solutions, Everysearch™ provides a comprehensive approach by:
- Monitoring and engaging in LinkedIn discussions and other professional networks.
- Optimising presence on review websites and comparison platforms.
- Creating content that addresses specific pain points and solutions, easily discoverable through various digital channels.
3. Requirements Building
During this stage, buyers define their specific needs and criteria. Everysearch™ supports this by:
- Providing detailed, easily accessible product specifications and use cases across multiple platforms.
- Offering interactive tools like configurators or ROI calculators on your website and other digital touchpoints.
- Ensuring consistent information across all digital channels to build trust and credibility.
4. Supplier Selection
As buyers narrow down their options, Everysearch™ helps your brand stand out by:
- Showcasing customer testimonials and case studies across various digital platforms.
- Optimising your brand’s presence in industry-specific directories and platforms.
- Leveraging retargeting strategies to stay top-of-mind across different digital touchpoints.
5. Validation
In this critical stage, buyers seek to confirm their choice. Everysearch™ supports this by:
- Facilitating easy access to product demos, trials, or samples through multiple channels.
- Providing comprehensive FAQs and support documentation across various platforms.
- Engaging with potential customers through personalised content and interactions on their preferred digital channels.
6. Consensus Creation
B2B decisions often involve multiple stakeholders. Everysearch™ aids in building consensus by:
- Creating shareable content formats that cater to different stakeholder perspectives.
- Optimising for internal search and sharing within buyer organisations.
- Providing multi-format content (e.g., videos, infographics, whitepapers) to appeal to various preferences and learning styles.
The Everysearch™ Advantage in B2B Marketing
Found crafts top-tier B2B marketing solutions that have earned the trust of global businesses. By leveraging advanced tools and insights, Found enhances your digital ROI, understanding the lengthy B2B journey to conversions.
In the dynamic B2B sector, a standard digital approach won’t suffice. Found champions a comprehensive strategy, combining PPC, Paid Social, and SEO, tailored for today’s decision-makers. This approach marries strategic narratives with data analytics across platforms like LinkedIn, Google, and X, ensuring your message resonates and delivers impactful results.
As performance marketing experts, Found isn’t content to be a passenger when it comes to industry evolution – they’re behind the steering wheel. Well-positioned to guide clients through this transformative practice, Found’s expertise isn’t just a badge; it’s a responsibility and an opportunity to get you ahead of your competition and keep you there.
The B2B buyer’s journey has evolved into a complex, primarily digital process that spans multiple platforms and touchpoints. By leveraging Found’s Everysearch™ approach and Luminr platform, businesses can effectively navigate this new landscape, meeting potential customers at every digital touchpoint.
This comprehensive strategy ensures that your brand is not only visible but also provides value throughout the entire B2B decision-making journey, ultimately driving growth and success in the modern B2B marketplace. Found is leading the charge for brand success while redefining industry standards.
Embrace a partnership with Found, where challenges transform into gateways for innovation and market leadership. Together, we can enhance your market presence and achieve your strategic goals in the competitive B2B landscape.
Ready to transform your B2B marketing strategy with Everysearch™? Contact Found today to learn how we can help optimise your digital presence across the entire searchable landscape and B2B buyer’s journey.
