11th March 2019

The modern B2B buyer

Simon Wakeman
Managing Director
Man looking up at building

Traditionally, business to business (B2B) and business to consumer (B2C) sales have been treated differently.

B2B sales have often involved a drawn out tender process with phone calls, face to face meetings, and contracts sent through the post. While B2C transactions now happen instantly, wherever the customer is, through an app on their mobile phone or a website on their computer.

But just because this is the way things have always been, does this mean this is how they should remain?

We've been researching B2B websites using our 100 point B2B website audit to help answer this question. Our research found that the modern B2B buyer is a B2C buyer in disguise.

The people who are looking to use your services for their business are the very same who are instantly buying and consuming using apps and websites like Amazon and Netflix at home. They’re spoiled by the experience they get in their home lives, and frustrated by the experience when it comes to buying at work.

Modern B2B buyers want to be able to find all the information they need about a product or service in one place. And they then want to be able to move quickly to purchasing that product or service without having to pick up the phone, book an appointment, or fill in an enquiry form. And when it comes to this process, modern B2B websites could learn a lot.

In our report, we highlight eight areas where you can improve the B2B buying experience on your website. These insights are:

  • B2B is B2C. 

  • Modernise your sales process. 

  • Get your digital house in order. 

  • Your website is a critical sales tool. 

  • Sell your services online. 

  • Have a content strategy. 

  • Focus on the buyer. 

  • Think beyond the sale. 


These insights are explained further in the report, and are backed up by interviews with real B2B customers.

To learn more about our research and to better understand the insights and how they apply to your business, download “The modern B2B buyer” now.