{"id":62978,"date":"2021-05-04T11:28:01","date_gmt":"2021-05-04T09:28:01","guid":{"rendered":"https:\/\/visionarymarketing.com\/?post_type=glossary&p=62978"},"modified":"2023-05-26T07:58:11","modified_gmt":"2023-05-26T05:58:11","slug":"b2b-purchasing-process","status":"publish","type":"glossary","link":"https:\/\/visionarymarketing.com\/en\/glossary\/b2b-purchasing-process\/","title":{"rendered":"Purchasing Process in B2B"},"content":{"rendered":"

The B2B purchasing process<\/span>\u00a0<\/span>usually takes a long time for businesses to consumers due to the fact that it is often linked to a contract. This process is complex and multiple\u00a0<\/i>decision-makers<\/i><\/span><\/span>\u00a0need to be convinced. Understanding who the decision maker<\/i>\u00a0is in this process is key. Often, the decision is taken after a few months of well-thought benchmarking. Depending on how complex and\u00a0<\/i>expensive the deal is, this process could even take up to a few years<\/i><\/span><\/span>.<\/i><\/span><\/span><\/p>\n

Choice and Decision-Making Around the B2B Purchasing Process<\/h1>\n
\"B2B
The B2B purchasing process, even if it tends to move to the internet, resets a complex process, involving many actors in the decision-making<\/figcaption><\/figure>\n

The purchasing journey in <\/strong><\/span><\/span>B2B<\/span><\/span> is involved<\/span><\/span><\/strong>\u00a0due to the intrinsic complexity of\u00a0<\/span><\/span>B2B<\/span><\/span>\u00a0products and services: the\u00a0<\/span><\/span>high technicality<\/span><\/span>\u00a0<\/span><\/span>of such business-to-business<\/span><\/span>\u00a0products and services requires<\/span><\/span>\u00a0bespoke offerings. Oftentimes, the B2B purchasing process involves several departments and decision-makers and longer decision-making processes.<\/span><\/span><\/p>\n

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Description of the B2B Purchasing Process<\/h2>\n

Thanks to <\/span>digital<\/span>, <\/span>B2B <\/span>buyers are increasingly behaving like B2C buyers.\u00a0<\/span>They search through their favourite search engine, download white papers, and consult specialist blogs…<\/span><\/p>\n

This is reflected in the increasing importance taken <\/span>particularly <\/span>by what is known as inbound marketing<\/strong><\/span>, <\/span>which is opposed to outbound<\/strong><\/span> marketing<\/strong>. This is a profound change from the days when <\/span>B2B marketing<\/span> relied entirely on the presence of<\/span>\u00a0a salesman facing his customer<\/span>.<\/span><\/p>\n

According to research firm Forrester Research<\/strong><\/p>\n