Business-to-Business (B2B) is the space where one business sells products or services to another business, instead of to individual consumers. B2B tends to be more complex, involving heavier research, more needs-based purchasing, and tighter parameters. Like business to consumer marketing, B2B marketing includes many types of content and can take place across online or offline channels. But there are some key differences not only in the marketing, but in the customer journey along those paths.
Customers today expect seamless, personalized experiences across every channel and in every stage of the buying cycle. More often than not, B2B purchases are an ongoing relationship, so the decisions are much more significant. The average B2B customer journey stretches over 6 months (192 days) from the first touch to closed deal. For more complex ventures, the process can take over 12 months! With such a long time span, it’s important to track the entire progression so you can set accurate objectives and timelines.
Large companies – those with 250+ employees – have a customer journey length of approx. 242 days. In comparison, smaller companies, or those with less than 50 employees, take an average of 147 days. Larger businesses may need more time for nurturing and building those relationships to get the closed deal.
With B2B, there are more stakeholders involved
A 2024 study showed that an average of 6.3 stakeholders are involved in the buying journey. End-users are not always the ones with control over the budget or procurement, so it’s crucial to tailor your activities not only to the end user but also those other stakeholders involved such as finance teams.
There are an average of 62.4 touches across at least three channels before a B2B deal is closed. Cross-channel retargeting campaigns, paid and organic channels, and alignment between Marketing and Sales can keep a cohesive, omnipresent message across all those touch points to stay top of mind.
Customer behavior is rapidly evolving across both B2C and B2B industries, but so are marketing solutions that can help you stay ready! The most insightful brands think about the customer journey holistically, offer novel and compelling cross-platform experiences, and continually reinvent and improve the experience. We’re here to help you determine the best way to reach customers every step of their journey!
