Within the last five years, consumers have become skilled product and service researchers, consulting the internet for information and advice on everything from computers and cars, to software and services. A recent study from Fleishman-Hillard found that 89% of consumers go directly to business websites or turn to Google, Bing or another search engine to find information on products, services or businesses before any human to human interaction takes place (if it ever does).

B2Bs are not exempt from the online scrutiny of pre-purchase research. Brafton reports that more than 70% of enterprise purchase decisions begin on search engines. Read More