The Importance of the Internet for B2B Lead Generation and Branding

When the internet first emerged, it was primarily embraced by consumer-driven companies. However, over the years, the web has evolved into a reliable research tool for a variety of businesses, particularly those catering to other businesses.

But does the internet really work for B2B purposes?

Is search engine marketing still an effective way to generate leads in today’s digital landscape?

According to a 2021 survey by Statista, 91% of B2B marketers use digital advertising to reach their target audience. Additionally, a 2020 study by HubSpot found that 60% of B2B marketers said that SEO is their top-performing channel for lead generation.

Senior executives are also spending more time on the Internet than ever before. In 2019, a survey by Domo and CEO.com found that CEOs spend an average of 2.6 hours per day on email and 70% of CEOs regularly use social media. This trend is likely to continue, as more and more business professionals recognize the importance of the Internet in their daily work.

Business users are primarily on the internet to stay up-to-date on industry news and research products and services that can support their buying decisions. In many ways, the web functions as a virtual B2B trade show that is open 24/7.

Research shows that purchasing decisions resulting from internet research generally follow a similar process. First, a problem is identified within the company, followed by research to find possible solutions. Alternatives are evaluated, often with the help of printed materials from various websites, which are then presented to key decision-makers. Further evaluations take place via telephone or face-to-face presentations before a final purchase is made.

In the past, companies may have relied on print media such as yellow pages, trade magazines, and competitor referrals to find solutions to their problems. However, the Internet has become a go-to resource for businesses looking to make informed purchasing decisions.

So, what does this mean for business owners? It’s important to recognize the power of the internet to promote your business to other businesses. While some may still believe that their customers won’t use the internet to find or evaluate their services, the data shows that the web is a crucial part of any customer acquisition process.

In conclusion, B2B lead generation and branding efforts should be focused on the internet to stay competitive in today’s digital age. By utilizing digital advertising and SEO, businesses can reach their target audience more effectively and efficiently. As more and more business professionals turn to the web to conduct research, it’s essential that businesses cater to their needs by having a strong online presence.