This document discusses how business leaders use the internet to research companies and make purchasing decisions. It finds that company websites, social media, and customer review sites are among the most influential online sources of information for business leaders. Over half complete the purchase decision process before contacting a sales representative. The document recommends that having an effective online presence is important to capitalize on these opportunities by providing reliable product information, services listings, contact details, and descriptions of how products can be used.

1. ARE YOU MAXIMIZING YOUR BUSINESS-TO-BUSINESS
INTERACTIONS AND ONLINE PRESENCE?
8/10
BUSINESS LEADERS
use the Internet to search for information about a product, service or company
WHAT SOURCES OF INFORMATION DO BUSINESS LEADERS
CONSIDER TO BE THE MOST INFLUENTIAL?
ONLINE
NETWORK
WWW.
61%
69%
25%
Company
website
18%
36%
Employees
and business
partners
Social
media
Customer
review sites
Business
network
13%
Friends
and family
% of business leaders who consider these sources of information to be among the most influential.
DID YOU KNOW THAT...
the purchase decision-making process
57% ofcompleted before a sales representative is contacted.
is
An effective online presence will allow you to capitalize on these opportunities.
WHAT TYPE OF INFORMATION
ARE POTENTIAL CLIENTS LOOKING FOR?
CORPORATE
ONLINE CONTENT
USER-GENERATED
CONTENT
WWW.
X
X
X
X
78%
86%
Reliability of product, service
or company
List of products and services offered
82%
73%
Contact information
Excellence of customer service
(pre- and post-purchase)
78%
67%
Clear description and potential
use of products and services
% of business leaders who consider
the above information as a must online.
ARE YOU CONVINCED YET?
Ability of company’s employees to
diagnose, understand or resolve an issue
% of business leaders who consider these
points as valuable information.
DISCOVER SMART TECH: TIPS, ADVICE AND SOLUTIONS TO
MAKE THE INTERNET WORK FOR YOUR BUSINESS
bdc.ca/smarttech
Source: BDC ViewPoints study on B2B Marketing, September 2013