What does a B2B customer journey look like?
Updated: Oct 16
Some fascinating trends revealed by The Boston Consulting Group which have a huge impact for those of us that wok in business-to-business.
Mobile is driving an average of 40% of B2B revenue, in industries that traditionally have depended more on sales than marketing to generate revenue. Mobile speeds up time to purchase, particularly in more complex transactions, and a positive mobile user experience increases repurchase rates.
There’s a new generation of B2B customers who do not want to deal with a salesperson until it’s time to close the deal. Decision makers are increasingly supported by young, tech-savvy researchers, who use mobile for work and multitask on more than one screen.
At the same time, 50% of B2B online queries are made on the smartphone and it is estimated that mobile usage in 2020 per B2B worker will increase by 50%, from two to three hours a day.
The research also indicates that mobile speeds sales, which both accelerates revenue coming in and reduces costs. Mobile can accelerate time to purchase by 20% by increasing efficiency in decision making. Buyers working through traditional channels who use mobile extensively spend an average of 49 days from lead generation to purchase; that figure rises to 84 days for those who don’t use mobile at all.