How Do B2B Buyers Search?

By Kevin Newcomb

Dave’s Comments (Digital Marketing Tutorial Blog): A really interesting article for B2B marketers, especially the similarity found in user interaction with the search results page between B2B and consumer search. An insightful, quick read.

“For business to business (B2B) buyers, search engines are the primary research source, and one of the top influencers on purchasing decisions, according to the latest research from Enquiro Search Solutions.

In its Business to Business Survey 2007, Enquiro set out to update its 2004 B2B study and examine how people research B2B buying decisions online.

The study found that general search engines topped the list of research sources throughout the purchase cycle, from awareness, through research, negotiation and purchase phases. However, many buyers move toward vertical search engines as they get closer to making a buying decision.”

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