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Why this matters
Your customers are already researching your brand before they decide what to do next.
The question isn't whether your digital presence matters. It's what people actually see when they find it.
B2B buyers use an average of ten channels across the purchasing journey, moving between in-person, remote and digital interactions.
McKinsey & CompanyThe surprising economics of B2B growth (Global B2B Pulse), 2026
71% of surveyed B2B companies offer e-commerce, and among them roughly one-third of revenue now flows through digital channels.
McKinsey & CompanyThe surprising economics of B2B growth (Global B2B Pulse), 2026
On average, 32% of surveyed consumers use social media for product research, up from 27% in 2023.
McKinsey & CompanyState of the Consumer 2025, 2025
43% of consumers want to research and compare their options, and digital channels outperform traditional media in both information discovery and purchase conversion.
Boston Consulting GroupThe Research-Led Consumer Journey Is Changing the Rules of Marketing Influence, 2026
For B2B companies
Prospects research suppliers, check expertise and credibility, compare providers and move between digital and human conversations. Your website and profiles are often where that starts.
For consumer brands
People discover products, compare options, look for social proof and decide whether to trust a brand, often across search, social media and reviews before they buy.
What works differs by business. brandunder adapts what it looks at to the kind of company it analyzes.