MAKING A FIRST IMPRESSION The majority of B2B buyers are continuing to self-navigate through early stages of the buying journey, which is proving to make digital touch points more influential in Buyers still expect a forming early and lasting impressions of potential solution providers. The research showed the overwhelming majority of buyer journeys are starting on the web, with tailored experience 61% indicating they started with a broad web search and 56% saying they started relevant to their on specific vendor websites. interests and needs. When asked about the timeline for key steps during the buying process, the research found B2B buyers are still largely operating under the radar, gathering intelligence on their options and forming opinions long before they are filling out any forms or talking with a salesperson. Some of the most interesting findings relative to specific behaviors early in the buying journey: During first month 1-3 months 3-6 months Conducted anonymous 34% 37% 18% research Developed informal list of 34% 36% 21% potential providers Evaluated which solutions fit 24% 39% 23% with existing partners Although a majority of B2B buyers are conducting initial research with raising their hand or officially engaging vendors, the research showed they are still expecting a tailored experience relevant to their interests and needs. When asked how first impressions of a brand were influenced during their initial visits to their website: • 75% said it was very important that the site presented relevant content that spoke directly to their company; • 66% said it was very important that the website spoke directly to the needs of their industry and the solution provider showed expertise in their area; and • 93% of respondents valued vendors that “demonstrated experience with/ knowledge of our industry.” 2017 B2B Buyer’s Survey Report • 5