MarketingSherpa: RESEARCH DATA: How B-to-B Buyers Use Search (Google Surprise, Plus 28 Tables & Charts)

A Marketing study shows that business-to-business searchers act quite different from consumers. While Google enjoys the largest marketshare generally in search, at 36 percent, it absolutely dominates B-to-B searches, winning 83 percent. A majority of B-to-B searchers begin their queries when they are one to three months from a purchase decision, making them relatively distant prospects at first, rather than seekers of immediate gratification. And, interestingly, while placement counts, the study found that this business audience scans pages so quickly, the copy of a search ad placement can have a radically positive effect on its effectiveness. Words that stick out to particular executives can stop them cold as they skitter across the page.