The report was based on data from a survey conducted in June and July 2017 among 488 global buyers responsible for $4.2 billion in annual B2B purchases. The researchers also surveyed 489 B2B sellers.
Some 71% of B2B buyers say they want to hear from vendors early in the buying process. when they are looking for new ideas and possibilities to drive business results, 62% want to hear from vendors when they are actively looking for solutions, and 54% when evaluating specific providers.
Some 80% of B2B buyers prefer to be contacted via email. Only 49% like being contacted by telephone.
Some 70% B2B sellers say they contact leads by phone.
B2B buyers say they are most likely to respond to outreach efforts from vendors if they foresee needing the product/service, if they have the budget for a purchase, if the provider offers to share something of value, and if they have bought from the provider previously.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji