The B2B Customer Journey: What Motivates Service Contracting?

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Companies that opt ​​for B2B face different types of challenges. One of the main ones is related to the economic scenario. At the slightest sign of a crisis, most business owners tend to “pull the brakes” on investments, even if this reduces, for example, the production of their industry.

But there is also the challenge of knowing and identifying not only who your customers are, but what the journey is that leads them to the purchase – when that moment arrives and what are the motivations for hiring the business.

This is what the article The B2B Customer Buying Journey , published by Think with Google , Google's ideas and insights site, is all about. Below we've gathered the main points of the analysis that show the point of view of companies that buy from companies, highlighting the most important question: what are customers looking for? Find out this and other answers.

Key highlights from the B2B Customer Journey study

The B2B sector grew in 2022, with 47% of entrepreneurs thailand telegram data allocating more than 20% of their business' monthly investments to contracting third-party services.
The percentage is 25% higher than what was invested in 2021.
Technology plays an important role in this ecosystem, with 59% of companies in Brazil tending to be the first to adopt new resources.

Google research shows that 86% of B2B customers already have suppliers in mind at the beginning of their buying journey.
According to Google, the most contracted third-party services are marketing and sales (31.8%), logistics (22.6%), technology/Saas (21.7%), financial management (21.2%) and corporate benefits (17%).
Trust in the brand is the main factor when hiring B2B services for 31% of respondents.
B2B companies that invested more than half of their brand budgets in digital saw a 25% return.

For 43% of respondents, the most common occasion to seek third-party services or technology is when there is dissatisfaction or problems.
On the other hand, 19% look for new partners when contracts are close to expiry.

The B2B consumer journey is long and varied, with multiple touchpoints and use of different platforms. YouTube and Google are the main sources of information for 47% of B2B decision makers.
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