---
title: "Why ZMOT is Relevant for B2B Marketing: 4 Data-Based Reasons"
description: ZMOT [aka the Zero Moment of Truth] is relevant for B2B marketing. Here is data from Google's Jim Lecinski, ZMOT author.
---

[Content Talks Business Blog | Stand Out With Content ](https://www.simplemarketingnow.com/content-talks-business-blog)

# [Why ZMOT is Relevant for B2B Marketing: 4 Data-Based Reasons](https://www.simplemarketingnow.com/content-talks-business-blog/bid/113356/why-zmot-is-relevant-for-b2b-marketing-4-data-based-reasons)

 Written by [Christine B. Whittemore](https://www.simplemarketingnow.com/content-talks-business-blog/author/christine-b-whittemore) | January 10, 2012

**ZMOT** [aka the *Zero Moment of Truth*] makes intuitive sense to me -- as I explained in [Inbound Marketing and ZMOT: Perfect Together?](http://simplemarketingnow.com/content-talks-business-blog/bid/92735/Inbound-Marketing-and-ZMOT-Perfect-Together)

I see ZMOT happening all around me - for consumer as well as B2B related purchases. Before making purchase decisions, a fast-growing majority of us explore online. In my experience very few business meetings go by without at least one participant conducting a web search on the topic being discussed to obtain additional perspective to share with the group.

And yet I hear from seasoned executives "*that's not how business is done in my market*."

Thanks to Google's [Jim Lecinski](http://www.linkedin.com/in/jimlecinski), ZMOT author, I have data proving otherwise based on his December 9, 2011 Google and the Marketing Cloud webinar [link to register for replay].

### Why ZMOT is relevant for B2B marketing:

1. Since the recession began, **62% of business buyers say they spend more time researching products and services online** during the procurement process.

2. **Online research is universal across B2B categories** and has been increasing steadily since 2007.

3. It is also **universal across all audiences**. More specifically, 65% of the C-Suite conduct 6+ work-related searches daily; 99% of small business owners say search engines are the most effective tool for finding suppliers; and 100% of policy influencers use the web to research issues.

4. **Offline exposure prompts more online search**: word-of-mouth: 66%; print ads: 64%; TV: 53% and radio: 40%.

Winning at ZMOT for B2B marketing requires [For more on this section, read [ZMOT, and what it means to B2B marketers]](http://www.velocitypartners.co.uk/2011/11/10/zmot-and-what-it-means-to-b2b-marketers/):

- Having a champion
- Understanding what the ZMOTs are for your business so you can..
- Answer the questions people are asking [**think content!**]
- Optimizing for ZMOT [including social and mobile!]
- Being fast
- Using video [again **think content**!]
- Jumping in!

This video offers perspectives from B2B marketers on how ZMOT is relevant to their businesses. [To view directly on YouTube, [click on Winning the Zero Moment of Truth - B2B.]](http://youtu.be/mEl1fiqLCVM)

Are you surprised by any of these examples?

Although this is the B2C version of the ZMOT presentation, the thought-process for B2B is the same. I include it here so you think about the implications of ZMOT on your business and on the people around you - including your customers and their customers...

**[How to Win the Zero Moment of Truth - iCrossing and Google Webinar](http://www.slideshare.net/icrossing/how-to-win-the-zero-moment-of-truth-icrossing-and-google-webinar)**

[View more [presentations](http://www.slideshare.net/) from [iCrossing](http://www.slideshare.net/icrossing)]

If you've been part of the camp saying "*that's not how business is done in my market*", do you still feel the same? Or, have you been breaking down and sneaking a few online searches via your laptop or mobile device while no one has been watching?

 

[View full post](https://www.simplemarketingnow.com/content-talks-business-blog/bid/113356/why-zmot-is-relevant-for-b2b-marketing-4-data-based-reasons)

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