Research carried out by Google and the CEB Marketing Leadership Council has confirmed that purchasing professionals are increasingly using online resources to conduct research and form opinions about major purchases. Critically, many of these opinions were formed without the input of sales personnel. This situation is at odds with what used to happen when purchasers could expect contact with a salesman early in the purchasing cycle. Now it seems, with the help of the internet, buyers are doing everything themselves.
Bearing in mind that suppliers are only contacted after completion of 57% of the purchacing process the CEB research, which surveyed 1500 businesses, stressed an even greater need for marketers to convey supplier product or service information using digital channels.