B2B buyers’ journeys are changing rapidly. Strategies and benchmarks that worked a few years back might not be as effective today. B2B marketers must adapt to a constantly changing workplace and online environment.
What can buyer’s journey benchmarks reveal?
The B2B buyer journey is not a straight line. It takes more than just a few steps from discovery to conversion. B2B buyers now have more information and data than ever before, which is not always good.
Buyers can become lost in the buyer’s journey and the overwhelming amount of information and options available online.
The B2B buyer’s journey benchmarks differ from those of B2C
B2B buyers’ journey is very different from the B2C. B2B buyers are not like consumers and won’t buy anything just because they see something at the counter. B2B buyers are more likely than consumers to spend weeks researching a problem before finding a solution.
Discovery stage
Businesses realize that they have a problem and start looking for solutions. This is the discovery phase of the buying cycle. This is the most important step in the buying process, where businesses establish themselves as the best solution to their market.
Organic search traffic
Organic search traffic is traffic that has come to your site via a search engine, not paid ads. Suppose a user searches for key terms or questions related to your industry and then ends up on your website. This is usually during the discovery phase when users search for resources or solutions.
Unique site visitors
Each visit to a site is counted only once. Unique visitors are a way to track how many people have visited it. A site may have 5,000 visitors per day but only 2,000 unique visitors. This indicates that visitors are returning to your site frequently. These data can give insight into your website’s true reach.
Pageviews
The number of pages viewed on your website is measured in pageviews. During the discovery phase, buyers may visit multiple pages of your website to understand better what products or services you offer, find specific features, or learn more about payment options. Using pageviews, you can see which pages are most popular with your customers. This data can guide content marketing strategies, paid campaigns, and other marketing initiatives.
Stage of validation
Users have mostly decided at the validation stage. Users may have spoken with a few stakeholders, but they are now looking to confirm that your solution is the best. B2B buyers can have to communicate with as many as 20 stakeholders. This can make it a lengthy process.
This stage is crucial to ensure you don’t lose qualified leads and that your sales team can be ready for when buyers are ready to close.
Average visit duration
The average visit duration measures how long visitors spend on your site. A longer average visit duration indicates that users find the information they are looking for and engage with your content. They might spend several minutes reviewing case studies, reading blog posts, or watching a demonstration video.