- A new report from KoMarketing and BuyerZone found a disconnect between what online information B2B vendors provide and what buyers want to see.
- Of the B2B buyer respondents, 19% said social media helped in the discovery process, and only 12% said a blog helped them find vendor websites.
- And 64% of those surveyed said contact information on a vendor site was a necessity, while 51% reported that contact info was most often the most commonly missing element.
The results of the study should be concerning for B2B marketers. If blogs and social media aren't influencing buyers, marketers need to reevaluate their tactics. Either the content on blogs and social media isn't effective, or the medium could just not be right for the efforts.
The reports of missing contact information is perhaps the most concerning. B2B brands are either making a huge oversight when building websites, or the contact information is there and not easily found.