While the pace of consumer transactions has been speeding up, B2B purchases actually take 20% longer to complete than they did in 2009. More people are involved in the seven-step purchase process — an average of 6.8 per transaction — and B2B buyers typically conduct a lot of research, primarily online. In fact, 90% of these buyers search online during their product research process.
Digital's central role means that B2B marketers need to offer web and mobile sites that are just as fast, easy-to-use and customer-friendly as those operated by B2C retailers. Learn more about the steps involved in the B2B purchase process in this infographic from Communigator.