Technical products and services company TriComB2B and the University of Dayton's School of Business Administration recently collaborated on a research project aimed at B2B search engine marketers.

Researchers attempted to look more in-depth at the decision-making process of nearly 450 respondents from a variety of industries and found that, above all else, price was one of the most important factors when it came time to make a purchase. Specifically, 64 percent reported that at least 60 percent of their buying decisions were influenced by price.

Furthermore, the growing importance of video was touched upon, with more than 50 percent stating that they have clicked on a video to gather information, with 44 percent of those moving forward with a purchase following the view.

Search Engine Watch discussed other findings from the study, finding that content assets such as blogs and technical data sheets have far-reaching implications on the buying process, while mobile websites and discussion forums also affected decision-making in a similar way as video.

"We're pleased our research … (has) validated and, in some cases, shed new light on the criteria that matter most in today's business to business purchasing environment," said Chris Eifert, TriComB2B principal.  

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