A professional buyer seeks to be increasingly informed before making a purchase decision.

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To support them in their product search process, it is advisable to provide them with specialized purchasing guides with technical information that meets their expectations. Prepared with a neutral and pragmatic approach, the purchasing guide is a great asset for informing customers and redirecting them towards products that may interest them.


The age of professional buyers is also a factor to take into account.
For customers belonging to Generation Y (born between the early 1980s and late 1990s), e-commerce is a fundamental part of their purchasing habits. For 85% of them, digital media has become their preferred method of searching for products and services, whether through social networks, websites or search engines . Mobile and video formats are the most popular in this area. It is also noted that 43% of them prefer to deal directly with the manufacturer rather than with a distributor.


To improve the visibility of their products, companies can no longer afford to ignore digital advertising and paid referencing.
Online advertising (cf. Google Ads) has become indispensable when it comes to increased visibility . This is the case in highly crowded sectors. Pay-per-click (PPC) advertising, like paid social advertising, allows a company to increase the attention paid to its products. A service such as Google Ads remains highly effective for reaching professional customers through targeted queries.


When it comes to communication, you should forget about aggressive strategies. Inbound marketing principles are much more appropriate today, focusing on value-added content to capture customers' attention. Content marketing, through blog posts, white papers, case studies or webinars , is a great way to find new potential customers.

3. Preferred purchasing channels in B2B
In 2022, the latest trends observed in B2B have highlighted the importance of diversifying channels to reach professionals.

Regardless of a company's sector of activity, it is now unthinkable to handle orders solely b armenia mobile phone number list y phone or email. With the emergence of various platforms to meet the needs of buyers, e-commerce has taken over from B2B. Specialized marketplaces are a response adapted to new customer habits.

Now more than ever, implementing a digital strategy is a promising option for businesses. A McKinsey report has shown that e-commerce leaders for professionals achieve five times higher turnover growth than their competitors who are not present on marketplaces. The relevance of the multi-channel approach is confirmed by a study by Forrester Consulting, which shows that orders are 1.6 times higher and loyalty doubles with such a strategy.

Three purchasing channels that can be a priority:


The e-commerce website

To offer an intuitive customer experience, it is essential that you respond to the needs of "digital native" buyers.