The B2B buyer journey, particularly in the technical professional space, has transformed. At TREW Marketing, our engineer-centered research in North America and Europe has shown these trends:
- The majority of the engineer’s buyer journey has moved online.
- Engineers valued Google as the most valuable content resource, followed by vendor websites.
- Nearly all engineers prefer to do online research and evaluate vendors before talking to sales.
- Most engineers have between three and seven interactions with a company before talking with its representative directly.
- Most engineers are more likely to do business with a company that regularly produces new and current content.
Let’s tackle the critical factor in all five trends – content is THE deciding factor. How do you create content to engage technical experts and do it consistently? Here are five tips to keep you in your audience’s buyer journey:
