Who, what, and when of enticing B2B buyers

02.03.26

B2B buyers are younger and more digital than ever. But even though they use AI and other digital resources to get through as much as 70% of the buying process before you even know they exist, they still want to connect with you in real life! 

Which means, for marketers to successfully engage with today’s B2B buyer, they have to build trust online and carry that trust into the real world through brand experiences that resonate. If you are not using an omnichannel marketing strategy to raise brand awareness, educate your target audience, move them through the buying cycle and take them across the finish line, it may be time to reevaluate your efforts, so you can own every moment of your customer journey.

This infographic illustrates who makes B2B purchasing decisions today, where they go to find information about their potential purchases (hint, it’s unlikely to be an unsolicited email), the benefits they get from connecting in person, and how B2B marketers can marry their messages with buyers’ preferred channels and make their live brand experiences stick in buyers’ minds.

Own every moment. From digital discovery to the show floor, B2B buyers expect cohesive, meaningful brand experiences. We help brands design moments that connect, differentiate, and drive action. Explore our case studies to see how we bring brand stories to life.

Sources: Forrester / Demand Gen / Gartner / Cvent / How B2B buyer’s research / B2B marketers’ preferred channels