In B2B, ROI means ‘risk of ignoring’ Google

In 2014, Google and Millward Brown Digital continued their longitudinal study of business-to-business buyer behaviour.

Last conducted in 2012, the study combined a survey of around 3,000 B2B buyers, with analysis of 13-months of Millward Brown data.

In March 2015, a report of the findings was released, B2B Path to Purchase Study, 2014, which provides important insight into how B2B purchase decisions are being made, and who is making and influencing those decisions.

Jim Lecinski, Google’s American vice president, sales and service, presented the findings at the Business Marketing Association’s 2015 annual conference in Chicago.

This is a feature article by Market Expertise CMO, Jacqueline (Jaci) Burns.