It probably doesn’t come as a huge surprise to know that today’s B2B buyers are replicating their consumer buying habits (think Amazon or Zappos) when it comes to making work-related purchases. Whether a building manager is buying the latest floor cleaning product for the office or a chef is looking to upgrade a refrigerator or other piece of commercial kitchen equipment, B2B buyers are doing more online research, and they're expressing more desire to do things in a self-service capacity.
1. Online search is king. On average, B2B researchers do 12 searches prior to engaging on a specific brand’s site.
2. Google rankings are critical. 73% of global traffic to B2B company sites originate from the search engines. Most will not go past the first page of Google.
3. Buying decisions happen before Sales is engaged. 57% of the buying process is done prior to engaging with Sales. B2B sites should be sales tools assisting the buying process and facilitating online research.
4. Convenience is key. 76% of customers say the most important factor in a website's design is "the website makes it easy for me to find what I want."
5. Products must be searchable. 76% of B2B buyers listed enhanced search as one of their top three features, with 48% of B2B sellers citing enhanced search as a top technology priority.
6. Print is dead. Online catalogs are replacing print catalogs. 69% say they expect to stop printing a catalog within five years.
Despite this trend, dealers and distributors of these products are struggling to make the transition to service the online appetite of their customers. It’s a problem that’s playing out with their customers as another stat (this time from Forrester) shows: only 5% of B2B buyers do their online research on a dealer’s website! Even more worrying is that the number of people who make their final purchase on a distributor’s website has fallen from 30% to 16% in just one year.
Meanwhile, manufacturers are finding it hard to maintain comprehensive, relevant, or even trustworthy product information online.
To prevent your customers from going elsewhere, consider Atero. Our online platform helps dealers and manufacturers sell, educate and engage their channels and customers - under their own brands.
For dealers and distributors, Atero provides a turnkey eCommerce solution that enables dealers to launch their own online store, under their own brand at a surprisingly low cost. Unlike most eCommerce options that are either too complicated to implement or aren’t designed for selling products that go through two-step distribution channels (manufacturer to distributor to buyer), Atero is designed for dealers and distributors and getting started is not as difficult as you think.
No technical expertise required. Plus, we manage the product data from the manufacturer so product and list price information are accurate and up-to-date. With Atero, dealers can deliver the same great customer experience through their website as through their sales team.
For manufacturers, Atero addresses a major hurdle that we encounter time and again when speaking to this market – a messy data infrastructure. This can be problematic for many reasons which we cover here. But Atero's solution (here's how it works) can help manufacturers organize and make all the data they produce useful in a world of online research. For manufacturers, Atero can help meet consumer demand for digital content by automating product info delivery and ensuring the dissemination of content across channels.
Contact us today for a free demo.