Industrial buyers prefer to use B2B portals when looking for trading partners, as results are also obtained there for very specific search queries and buyers can find exactly the product or service they are looking for. As a result, company directories and portals for generic search terms such as “CNC milling” are always at the top of all relevant national and international search engines.
Search queries on Google and other search engines are therefore largely directed to B2B portals, as these are highly relevant, be it through their own search engine optimization or their high reputation. Portals are also an integral part of information research by B2B buyers. Companies that operate platform marketing, i.e. that are listed on relevant platforms, can therefore be found at a very early stage of the purchasing process. Buyers who use a B2B portal to obtain information are therefore particularly qualified leads who generate high conversion rates.