The Journey of a B2B Buyer

by Jordan-Ann Powell | Jul 30, 2024

Dreamdata recently released the 2024 (updated from the original version in 2022-2023) B2B Benchmark Report with data collected from more than 400 companies. The report covers B2B buyer behavior trends and stats on where B2B companies spend their marketing dollars with a heightened focus on scalable growth. 

These stats stand out:

• “On average, there are 62 touches across at least three channels before a B2B deal is closed.”
• Paid media spend is diverse across networks with “spend on the Google Network (Search, Display, YouTube) accounting for over 50% of the paid budget.”
• While LinkedIn sees fewer directly attributable leads, there is “7.7x more revenue when including LinkedIn Ads engagement data.”

Creating a diverse marketing approach is key to scaleable growth with the B2B buyer journey stretching on average 6-12 months. Decisions are not made immediately and require multiple (62+!) different touch points across different networks – social media channels, paid ads, website, direct mail, SDR outreach, etc. – before the opportunity becomes a customer. Furthermore, results are not as clear and 1-1 as we once hoped. The ROI of a customer is spread across these different tactics. 

Take a look at your marketing plan – is it consistent? Are you maintaining consistency with your message over time? Is it diverse? Do you have all your eggs in one basket or are you reaching prospects across multiple avenues? 

Get the full B2B Benchmark Report here.