B2B buyers online habits examined in Eyeota survey

Audience data analytics service Eyeota has released a global survey looking at the online behaviour of B2B buyers.

The announcement;

Eyeota delivers holistic look at B2B buyers in the digital space

The purchase journey for B2B buyers is complex and ever-changing, driven by many factors, from several touch points and multiple levels of decision making to the impact of digital channels and millennials as the new decisions makers. Now, Eyeota, the global leader in audience data, provides a holistic look at B2B buyers at different stages, what influences them, and how marketers can use this data to reach this unique audience in the digital space.

The global map, released today, shows B2B data made up one third of audience data spend in 2017, continuing to bridge the gap between marketers and their audiences. The areas identified as high on growth were IT software and hardware (3.7x YoY), business services (2x YoY) and financial institutions (1.5x YoY).  By market Australia increased by 1.8x, UK by 3.3x, DE 2.9x and the US 2.5x

To understand the audience’s digital behaviours Eyeota highlighted the dialogue outside of the office walls and found the top interest of business professionals falls into the categories of online shopping, health & fitness, sports and entertainment.  However the decision making differed on a generational level. Millennial professionals aged 18-33 appreciate impactful content across devices and channels, seek peers’ opinions and look for insights and perspectives to give creative solutions to problems.  They are more likely to be into travel (2.9x), technology (1.5x), sport (1.7x) and food (3x).

On the other side of the coin the Baby Boomer/GenX professionals aged 34-71 use a mix of channels for information but prefer in-person contact.  They value a relationship with a vendor and rely on industry analysts.  They are more likely to be into diet and weight loss (5x), tv programs and celebrity gossip (2x) and photography (3x).

Trending in 2017 B2B buyers are increasingly consuming content around IT and technology products, business and banking software, healthcare solutions and marketing tech.  Whereas with B2B marketers account based marketing campaigns with audience data doubled YoY in H1 2017.  Key adopters were electronics and computer brands.

Commenting on the findings, Peter Hunter, General Manager Eyeota ANZ said: “With B2B campaigns now representing one-third of our total audience spend in 2017, we have seen marketers and agencies leveraging not just thermographic data and vertical Intent, but also the wider overlap of interest data outside of the office to better understand, segment and target decision makers.”

Source: From an Eyeota media release



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