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Digest...
Their assumption is that the customer in a position to buy a six- or seven-figure (or larger) piece of equipment or service is going to be deeply experienced and already know who the main providers are, and that’s who they're going to request bids from. The evidence suggests otherwise.
According to IDG Connect, 58% of B2B IT buyers use search during the buying process. What are those people searching for?
They typically consume seven or eight pieces of content while researching. Early in the buying process they’re often doing broad industry searches and then they focus in more on solutions and ultimately research on particular, short-list vendors.
The most advanced companies aren’t just using PPC ads but they’re also creating content that addresses the concerns of each member of the buying team during each stage of the process.
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We know that buyers come into the sales funnel already armed with information. And we know that buyers find this information from search. So what is needed? Using PPC to deliver a wide range of information to assist the buyer.