Why 92% of Minds Are Already Made Up in the Hidden B2B Buyer Journey

Did you know that 92% of B2B buyers enter a formal evaluation with a vendor already in mind?   In this episode of Digital Marketing From The Coalface, Julie and Dave dive deep into the hidden realities of the modern B2B buyer journey. With 70% to 80% of the purchase process completed before a prospect even speaks to a vendor, your website needs to do much more than simply capture leads.   We explore why obsessing over B2C-style Conversion Rate Optimisation (CRO) and button colours is a trap for B2B marketers. Instead, learn why your focus must be on building credibility, offering case studies for social proof, and making the 6 to 10 decision-makers involved in a deal feel completely "safe".   The conversation then unpacks a 2024 Forrester Report that proves B2B buyers are making up their minds about your business before you even know they exist. To help you adapt, Julie and Dave explain how to use Google and LinkedIn ads as a rapid "fishing exercise" to test product demand and search volume before committing six months to an organic SEO strategy.   We also cover the latest in digital visibility, specifically Google's rollout of separate AI impressions in the UK Search Console. You will learn how to use AI content graders to ensure your writing is specific and "non-commodity," which forces AI search engines to link back to your website rather than just regurgitating your hard work.   Finally, Dave and Julie share their own successes and frustrating hallucination failures using tools like Claude to automate tedious daily tasks.   Tune in to learn how to adapt your digital strategy for the highly-researched, AI-assisted B2B buyer!