Yesterday I attended a seminar put on by BBN and 24/7 Real Media, focusing on how to master the challenging B2B digital buy. The seminar was led by industry expert Rachael Monroe, who has great buying and publisher experience. I found the biggest takeaway from her presentation was gaining greater insight on the B2B audience.
The number one reason a visitor comes to a B2B site is product services research, and industry news. Visitors come to research something to buy because they need to, not because they want to, and they trust their publishers content to help them find what they are looking for.
A survey was conducted to visitors of a consumer site and a B2B site. The same ad was shown on each site, and visitors were asked to answering the following questions about the trust and relevancy of the ad. These were the surprising results:
Consumer Site B2B Site
Trust the ad? 47% 62%
Respected in my Industry 45% 65%
Unique advertising 31% 48%