5 Epic Stats About The Customer Buying Journey

5 Epic Stats About The Customer Buying Journey

Customer acquisition funnels have become so complex that sophisticated B2B marketers often use an alternate term to describe them: the customer buying journey. Whether you like the phrase or think it’s a bit gimmicky, its existence underscores the kind of scope surrounding purchase decisions in B2B sales. Customers don’t make impulse buys. Instead, the path toward purchasing is a complex process that begins months – or even years – before a sale is made. In other words, it’s a loooooooong journey.

Because of these long-term sales cycles, the day-to-day work of marketing and sales teams can often seem unproductive. But your nurturing touches, whether tweeting @ someone, meeting for coffee, or sending a quick follow-up email, compile over time, so you have to be patient and persistent as you work to get your customer acquisition machine churning.

To help motivate you (hopefully!), here are 5 stats to provide some perspective about the length and complexity of customer buying journeys.

Epic Stat #1 - 57% of the purchase decision is complete before a customer even calls a supplier (CEB)

However long your sales cycles is once you actually start talking to a potential customer, multiply by two. That’s how much time (at the very least) it’s going to take to close a customer.

Epic Stat #2 - Only 1 in 50 deals are struck at a first meeting (The Marketing Donut)

Excited about a meeting you just scored with a potential new customer? Better dig in for the long haul. You won’t be seeing dividends from it anytime soon. Sorry.

Epic Stat #3 - Approximately 46% of online users rely on social media when making a purchase decision (Nielsen)

You mean we have to keep up with our LinkedIn account? And our Twitter account? And our Facebook account? And our Instagram account? And our [insert newest social media platform that’s going to take hours to manage every week]?

You didn’t need to sleep anymore, did you?

Epic Stat #4 - 63% of people requesting information on your company today will not purchase for at least 3 months – and 20% will take more than 12 months to buy (The Marketing Donut)

Twelve months? Have you even been working at your company for 12 months? Uh-oh…

Epic Stat #5 - 50% of buyers choose the vendor that responds first (Inside Sales)

Imagine spending months creating content, managing social media accounts, and attending networking events, only to lose a sale because another company responded to an inbound opportunity faster than you. Well, it’s going to happen if you aren’t monitoring your inbound sales opportunities in real-time, all day, every day. How are you going to do that?

Here’s a hint: try RocketBolt’s real-time lead tracking and alerts.

Maria Douglas

As product evangelist, there's nothing Maria loves more than telling people about RocketBolt's awesomeness. Well... except maybe baking. She loves to bake, and the office loves her for sharing.