Kelley Fujino
Lubbock Electric Co.

The business-to-business (B2B) buyer’s journey has changed dramatically in recent years. Is your company prepared for today’s independent and digitally-empowered business buyer? The B2B buying process is becoming longer because the majority of buyers are spending more time in the research phase to evaluate products and services. What’s more, they are relying less on salespeople in this phase.

According to 2017 research from Forrester, 60% of B2B buyers prefer not to communicate with sales representatives as their primary information source. Increasingly, they are looking to digital media. In a 2014 survey of 3,000 B2B decision makers, Google discovered that 89% of B2B purchasers use the internet during their research process and that 71% of B2B researchers begin with a generic search. Further, B2B purchasers were found to do an average of 12 searches before engaging a specific company’s website.

In light of this data, I wanted to see how prepared EASA members are for today’s B2B buyer.

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