In B2B, how you engage buyers matters just as much as what you’re selling. The path to a closed deal is no longer linear. Buyers explore, compare, and decide through many different channels—some expected, some surprising. This article breaks down 30 of the top engagement channels using real usage data. Each stat is backed by practical insights to help you make smarter moves across your funnel.
1. 87% of B2B buyers say online search was their first resource when identifying a new supplier
Why search is your first impression
When B2B buyers begin their journey, they start with search. It’s quick, it’s accessible, and it feels in their control. This means your visibility on Google is often the first handshake you’ll have with a prospect—even if you never speak to them.
How to make search work for you
You need to own your niche with the right content. Focus on pages that answer the first questions your buyers might have:
- What does this product or service actually do?
- Is it right for my size or industry?
- How does it compare to others?
Create blog posts, comparison pages, and solution-specific landing pages. Use keywords buyers actually type—not what you assume they do.
Also, don’t just think of SEO as a checklist. Think about how fast your site loads, how easy it is to read, and how well it works on mobile.
Tip to act on today
Google your own product and see who shows up. Then Google the problem you solve. If you’re not visible, your next deal is probably going to someone else.
2. 75% of B2B buyers prefer using vendor websites to gather information
Your website isn’t just a brochure—it’s the sales floor
Buyers spend more time on your site than on the phone with your sales team. It’s where they learn, compare, and sometimes decide—without ever booking a demo.
What makes a site conversion-ready
You need to give information without friction. That means clear navigation, fast load times, and content that speaks to each stage of the buyer journey. Avoid jargon. Answer real questions. Show use cases and outcomes.
You also need a strong balance of gated and ungated content. Some buyers are ready to download a whitepaper, others just want quick answers.
Tip to act on today
Walk through your website as if you’re a buyer. Is it obvious what problems you solve? Can someone quickly see proof, pricing, and case studies? If not, fix that now.
3. 68% of B2B buyers watch videos to learn about products before engaging with sales
Video is how buyers understand faster
Before they read a long page, buyers prefer to watch. It’s faster, easier, and often clearer—especially for complex products.
What types of videos actually work
Don’t waste time on flashy brand videos. What works are explainers, walkthroughs, and real demos. Think short, clear, and focused on outcomes.
Include videos directly on product pages and in emails. Use captions. Most B2B buyers watch on mute.
Also consider putting videos on YouTube with proper titles and descriptions. It can help with both engagement and search visibility.
Tip to act on today
Record a two-minute demo of your product solving one real problem. Add it to your homepage or pricing page. Watch engagement go up.
4. 60% of B2B buyers report that LinkedIn is their most-used social media platform for researching vendors
LinkedIn is the go-to platform for B2B trust
Unlike other platforms, LinkedIn is where professionals actively look for value. It’s a research tool, a referral network, and a credibility check all in one.
How to be present without being pushy
Your company page should clearly say what you do and for whom. Post regularly—not just company news, but insights, tips, and wins.
Encourage your team to post as individuals. Buyers trust people, not logos. Reshare blog content, post short videos, or comment on trends.
Use LinkedIn ads to retarget visitors and promote content, not just book demos.
Tip to act on today
Update your company page headline to speak to your ideal buyer’s biggest pain. Make your About section easy to scan and helpful—not fluffy.
5. 52% of B2B buyers engage with email content weekly from potential vendors
Email is still one of your most consistent touchpoints
Email gets into inboxes buyers already check. When done right, it doesn’t interrupt—it informs.
What makes a B2B email work
Personalization goes beyond “Hi [Name]”. Focus on relevance. Segment your list by role, industry, or funnel stage. Share content that actually helps, not just promotions.
Don’t over-design. Emails that look like plain text often outperform polished templates because they feel more personal.
And always include one clear call to action—whether it’s “read more,” “watch a demo,” or “reply if this fits your goals.”
Tip to act on today
Review your last three emails. Are they focused on the reader’s problem or your company’s features? Rewrite at least one with the buyer in mind.
6. 49% of buyers say webinars influence their vendor selection decisions
Webinars build trust and showcase value
They’re a chance to teach, not just sell. When done right, they show expertise, answer real questions, and create personal connection—at scale.
How to make webinars worth showing up for
Your topic should be timely and specific. Solve one big problem or walk through a common challenge. Avoid generic “about our platform” pitches.
Use real speakers—founders, customers, or product leads. Let them speak naturally and leave time for live Q&A. That’s often the most valuable part.
Record the session and repurpose it into clips, blog content, and email follow-ups.
Tip to act on today
Choose one topic your sales team explains over and over. Host a short webinar solving that exact issue. Promote it with a single email and LinkedIn post.
7. 44% of B2B decision-makers use third-party review sites before shortlisting vendors
Buyers trust peers over pitches
Third-party sites feel objective. They give buyers a fast, comparative look at strengths, weaknesses, and real experiences.
How to stand out on review sites
Claim your profile. Make sure your description, features, and categories are accurate. Ask happy customers to leave detailed reviews—especially ones that mention business outcomes.
Respond to reviews—both positive and negative. It shows you care and gives buyers a sense of how you operate.
Track what themes come up most and use that data to improve onboarding, documentation, or sales messaging.
Tip to act on today
Email three happy clients and ask them to leave a review on the site where your prospects usually check (like G2 or Capterra). Offer a simple how-to guide to make it easy.
8. 40% of B2B buyers engage with case studies before contacting sales
Proof beats promise every time
Case studies are not just nice-to-have assets—they are key proof points that show your product actually delivers. Buyers want to see results, not just talk.
What makes a case study useful
It needs to be short, clear, and focused on outcomes. What was the challenge? What was done? What was the result?
Include numbers. Time saved. Revenue increased. Churn reduced. Buyers want metrics.
Also, include quotes. A sentence from a customer carries more weight than a paragraph from your marketing team.
Repurpose case studies across your site, in emails, and on LinkedIn. You can even slice them into visual posts or videos.
Tip to act on today
Pick your top customer. Write a one-page summary of how you helped them win. Don’t overthink it. Share it on your website this week.
9. 39% of buyers rely on peer recommendations from private Slack or LinkedIn groups
B2B conversations happen in private, not just in public
Buyers trust people in their network. That’s why private groups are becoming go-to places for asking, “Who do you use for X?”
How to be part of these conversations
You don’t need to join every group—but you should know where your buyers are. Join a few Slack communities or industry LinkedIn groups and be helpful, not salesy.
Encourage your happy customers to recommend you when others ask. You can’t control the conversation, but you can influence it by showing up consistently and delivering real value.
Tip to act on today
Join one industry-specific Slack or LinkedIn group. Spend 10 minutes a week answering questions. Show up. Don’t pitch.
10. 36% of B2B buyers consider whitepapers highly influential in the evaluation phase
In-depth content helps buyers feel confident
Whitepapers let you go deeper than a blog post. They help buyers understand complex problems and see your solution as credible.
What makes a whitepaper useful, not boring
Focus on education, not promotion. Explain a trend, break down a problem, or walk through a framework. Then naturally introduce how your solution helps.
Make sure the design is clean and skimmable. Add charts, callouts, and clear sections. Nobody wants to read a wall of text.
Gate the whitepaper only if it’s truly high-value. Ungated whitepapers can drive SEO and build trust faster.
Tip to act on today
Take one detailed blog post and turn it into a PDF whitepaper. Add charts and section headings. Use it in your next email campaign.
11. 34% of B2B buyers actively use industry-specific forums for vendor research
Forums are where buyers dig deeper
Before buying, many decision-makers search through forums for advice, warnings, and real-world use cases.
How to build presence without pushing your brand
Find the forums that matter in your space. These could be on Reddit, StackExchange, or niche community sites. Answer questions thoughtfully. Share knowledge freely.
Add value first. You can include a relevant resource or even link to your own blog post if it answers a question—but always with context and care.
Track what questions come up often. This can guide future blog posts, webinars, or even product updates.
Tip to act on today
Search for your product category on Reddit. See what people are asking. Answer one question this week with helpful advice, not a pitch.
12. 33% of buyers click on LinkedIn-sponsored content when evaluating new vendors
Paid content still works—if it’s helpful
Buyers are open to clicking sponsored posts, but only if it looks like something that solves their problem or teaches them something new.
What type of sponsored content performs
Try promoting short blog summaries, case studies, or bite-sized industry insights. The key is making the content relevant and easy to digest.
Use a strong, simple headline. Avoid technical language. Speak to the exact problem your audience has.
Don’t rely on “book a demo” as the first CTA. Educate first, convert later.
Tip to act on today
Pick your highest-performing blog post. Create a short LinkedIn post summarizing it. Promote it to a targeted audience by job title or industry.
13. 30% of B2B buyers consider direct mail more memorable than email
Physical still breaks through in a digital world
It’s rare now to get something in the mail—so when buyers do, it gets attention. Especially when it’s useful or thoughtful.
What kind of direct mail works today
Think beyond brochures. Send something practical—a notebook, a short book, or a simple printed guide with value-packed insights.
Include a handwritten note if possible. Personal touches make a big impact.
Pair your direct mail with digital touchpoints. For example, follow up with an email referencing the mail you sent.
Tip to act on today
Pick 10 top accounts. Send them a useful one-pager in the mail with a note. Then follow up with a personalized email next week.
14. 28% of B2B buyers report that cold outreach via LinkedIn messages led to a response
Cold outreach can work—if it doesn’t feel cold
Buyers don’t mind being contacted if the message is relevant, short, and respectful.
How to write messages that get replies
Start with something real. Mention a challenge they might be facing or a mutual interest. Keep it under 60 words.
Never pitch in the first message. Offer a resource, an insight, or a conversation—not a sales deck.
Also, engage with their content before reaching out. A like or comment warms the path before the message lands.
Tip to act on today
Send three messages today to your ideal buyers. Keep each one short and problem-focused. Don’t sell—start a conversation.
15. 26% of buyers said chatbot engagement helped them get answers faster than email or phone
Buyers want quick, low-pressure help
Chatbots let them ask questions without waiting for a rep or filling out a form. It’s instant and on their terms.
What makes a chatbot valuable, not annoying
Give it real answers, not just redirects. It should help with pricing, features, integrations, or even content recommendations.
Allow a handoff to a human when needed. Sometimes buyers do want to talk—it just depends on the stage.
Track what questions come up most. Use those insights to improve your site and content.
Tip to act on today
Review your chatbot script. Add three common buyer questions and clear answers. Make sure it doesn’t dead-end.
16. 25% of B2B buyers used podcasts to learn about solutions in their industry
Buyers want to learn while doing other things
Podcasts fit into busy schedules. Whether driving, walking, or working out, buyers are consuming content—even about work.
How to make podcasts work for your brand
You don’t need to start your own podcast to win here. Appear as a guest on relevant shows in your space. Share stories, insights, and lessons—not sales pitches.
If you do launch your own, keep episodes short and focused. Interview customers, partners, or industry experts. Make each episode solve a clear problem or unpack a new idea.
Promote clips on LinkedIn or embed them into blog posts. Let your content work across channels.
Tip to act on today
Reach out to one industry podcast and offer to share an insight or story. Don’t pitch—just aim to add value to their audience.
17. 24% of B2B buyers engage with vendor YouTube channels monthly
YouTube is more than cat videos
Buyers go to YouTube to watch product demos, walkthroughs, and expert explainers. It’s where visual learners thrive.
What to post on your YouTube channel
Create how-to videos, integration tutorials, and short success stories. Keep each video under five minutes when possible.
Use clear titles and thumbnails. Make it obvious what the viewer will learn. Optimize the description with relevant keywords and links.
Organize playlists by topic so viewers can binge your content like a mini-course.
Tip to act on today
Pick one customer question you get often. Record a screen-share answer and upload it to YouTube. Share it on your next sales call or email.
18. 22% of B2B decision-makers follow competitor activity through email newsletters
Your buyers are watching the whole market
Newsletters are a simple way to stay in front of prospects—even if they’re not ready to buy yet. And yes, they’re comparing you to others.
How to build a newsletter they actually want
Make it short, helpful, and consistent. Share quick insights, updates, or curated content. You don’t need long essays—just valuable bits.
Include product news sparingly. Focus more on ideas, trends, and customer wins. Use a conversational tone that feels human, not robotic.
Track what links get clicked. Double down on what resonates.
Tip to act on today
Send a short three-paragraph newsletter this week. Include one insight, one article, and one CTA. Keep it light and helpful.
19. 21% of B2B buyers say virtual events have replaced conferences for vendor discovery
The showroom floor has gone digital
Buyers are attending fewer physical events and more webinars, summits, and virtual expos. It’s easier, cheaper, and less time-consuming.
What makes a virtual event worth attending
Offer valuable content—keynotes, panels, or workshops. Avoid long company intros. Let buyers hear from real customers and partners.
Create chat spaces or breakout sessions where people can connect. That’s often where real engagement happens.
Follow up with recordings, summaries, and ways to go deeper.
Tip to act on today
Co-host a virtual session with a partner. Pick a topic that helps both audiences. Keep it under 45 minutes. Promote it through email and LinkedIn.
20. 20% of buyers interacted with a vendor’s interactive product tour before requesting a demo
Buyers want to try before they talk
Interactive product tours give them a hands-on feel without needing to book a call. It reduces friction and builds confidence.
What makes a good product tour
Make it simple and short. Focus on one use case or workflow. Let the buyer click through at their own pace with small tooltips to explain steps.
Don’t overwhelm with too many features. Show value quickly. Embed tours on product pages and use them in nurture emails.
Use tools like Tourial, Navattic, or Walnut to create no-code tours.
Tip to act on today
Create a 3-step product walkthrough that solves one buyer problem. Put it on your homepage or pricing page.
21. 19% of B2B buyers used TikTok for niche business-related learning and engagement
Even unexpected platforms can work
While TikTok may not be a go-to for all industries, in certain verticals it’s becoming a real channel for engagement—especially among younger decision-makers.
How to approach TikTok without dancing
Create short, simple videos that teach something. Show a before/after of using your tool. Share one-minute answers to common questions. Use text overlays and strong hooks in the first 3 seconds.
Stay authentic. Don’t try to be trendy if it doesn’t fit your brand. But do test it—especially if your buyers are younger or in creative roles.
Tip to act on today
Record a 30-second tip related to your product or industry. Post it with a clear title and relevant hashtags. See what kind of traction it gets.
22. 18% of buyers reported that product comparison tools helped accelerate their decision
Buyers want clarity, not confusion
Comparison tools help buyers see where you fit. They want to understand differences—not just features, but outcomes.
What to include in a comparison tool or page
List key features side by side. Show pricing differences, support levels, and integrations. Use plain language, not marketing fluff.
If possible, offer a custom comparison builder—where buyers select their needs and get a match.
Update your comparison content often. Competitors change fast.
Tip to act on today
Build a simple comparison page with your top three competitors. Highlight areas where you truly win. Link to it from your pricing page.
23. 17% of B2B buyers downloaded ROI calculators from vendor sites
Buyers need help making the business case
An ROI calculator makes your value feel concrete. It lets prospects see how your product helps them win—by the numbers.
What makes a good calculator
Keep the inputs simple. Ask for only the most important numbers. Show results quickly and clearly. Include benchmarks if possible so buyers can compare.
You can gate the results, but offering a preview boosts engagement.
Use the data to start better sales conversations. “Based on your inputs, we can save you X hours per month.”
Tip to act on today
Create a Google Sheet that calculates one simple ROI use case. Offer it as a download. Add it to your top blog post.
24. 16% of decision-makers first engaged via online community AMA sessions
Live, unfiltered content builds trust fast
Ask Me Anything (AMA) sessions show authenticity. They remove polish and allow buyers to see how you think, not just what you sell.
How to run a useful AMA
Pick a topic buyers care about—like scaling, integration, onboarding, or pricing challenges. Invite a product lead, founder, or even a customer.
Use communities where your audience already hangs out: Slack groups, Discord, or LinkedIn Live. Let people submit questions beforehand and respond to each one clearly and honestly.
Don’t oversell. Just be transparent and helpful.
Tip to act on today
Pitch a 30-minute AMA in one of your industry groups. Make it open, casual, and focused on real buyer problems. Record and repurpose it.
25. 15% of B2B buyers scanned QR codes on print ads to access digital vendor resources
Offline can drive online when done right
QR codes make it easy to bridge traditional marketing with digital experiences. And yes, B2B buyers use them too.
How to use QR codes effectively
Place them on print ads, brochures, or event materials. Link to something valuable—a quick demo, one-pager, or case study. Not just your homepage.
Make sure the landing page is mobile-optimized and friction-free. Track clicks with UTM parameters so you can see what’s working.
Pair with a short CTA near the QR code so users know what they’ll get.
Tip to act on today
Add a QR code to your next printed material that links to a short customer video. Mention what they’ll learn in five words or less.
26. 14% of buyers said WhatsApp or SMS updates from reps improved response time
Fast beats formal in follow-ups
Some buyers prefer a quick text over a long email. It feels personal and gets seen faster.
How to use SMS or messaging apps in B2B
Only use it after getting permission. Send short, clear updates—like meeting reminders, content links, or quick check-ins. Don’t spam or sell aggressively.
Keep tone professional but friendly. If they reply, respond quickly. This can build a tighter relationship with less effort.
For international prospects, WhatsApp is often the go-to.
Tip to act on today
Ask your next qualified lead if they’d prefer updates via text. If they say yes, send one helpful message later this week.
27. 13% of B2B buyers interacted with vendors through in-product messages
Your product can be a sales channel
In-app messages meet buyers at the perfect moment—when they’re using your product and thinking about what to do next.
What works best for in-product engagement
Guide new users. Recommend next steps. Offer help or content based on their actions. Don’t just push for upgrades.
Use short tooltips or modals to point out key features. Include CTAs for webinars, support, or walkthroughs.
Personalize based on role or usage data if possible. Make every message feel timely, not random.
Tip to act on today
Add one in-app message this week for new trial users. Offer a short setup guide or a 3-minute video that gets them to value faster.
28. 12% of buyers used vendor mobile apps for learning or engagement
Mobile still matters in B2B
Some decision-makers are on the go. Apps offer a frictionless way to stay connected and learn on their terms.
How to make your app more engaging
Focus on education and usability. Include a help center, short videos, or integration how-tos. Let users explore without needing a full desktop setup.
Push timely updates—like feature launches or reminders to complete onboarding. But don’t overdo notifications.
Track app usage and tweak based on where users drop off.
Tip to act on today
Audit your app experience. Add one helpful piece of content (like a mini case study or tip) into the main screen or menu.
29. 11% of decision-makers booked meetings after reading comment threads on LinkedIn
Conversations convert
Buyers often read comment threads before ever clicking a link. That’s where they see your thinking, tone, and how others respond.
How to show up in the right threads
Comment on industry posts, competitor content, or partner updates. Add value—don’t pitch. Share a relevant tip, stat, or small story.
Reply to people asking questions. That’s often where meetings are sparked.
Even if your comment doesn’t get a reply, many buyers read quietly and click through to learn more.
Tip to act on today
Pick one high-engagement LinkedIn post this week and leave a helpful comment. Add a soft CTA or link only if it fits naturally.
30. 10% of B2B buyers reported engaging via voice search or smart assistants for research
The way buyers search is changing
With more people using voice to ask questions, especially on mobile, your content needs to match how they speak—not just how they type.
How to optimize for voice search
Focus on natural language. Use question-based headings like “How do I…?” or “What’s the best way to…?”
Keep answers short and clear—aim for a conversational tone and a 40-50 word response early in the page.
List your business with structured data and schema markup. This increases your chances of being picked up by smart assistants.
Tip to act on today
Update one blog post with a “Question and Answer” format. Make it sound like a conversation. Watch your organic traffic grow over time.
Conclusion
B2B buyers aren’t waiting for a sales call. They’re searching, clicking, reading, watching, and comparing—across dozens of channels—long before you ever speak to them. What this data shows clearly is that buyer engagement today is diverse, self-directed, and deeply dependent on trust and relevance.
