the new btob path to purchase
DESCRIPTION
TRANSCRIPT
B2BBuyer
12 Tips For Sales and Marke6ng To Address Changing
Buyer Behavior in 2012
2012 B2B Buyer Outlook
B2BBuyer
1. Viewer Window 2. Control Panel
Type your question here
Your GoToWebinar A/endee Viewer is made of 2 parts:
Today’s TwiAer Hashtag: #B2BBuyer
Welcome To Today’s Webinar
B2BBuyer
• High tech/soJware/professional services largest group, also included, financial services, health care, telecom
• 33% had less than 50 employees; 23% had 750+ • Involved in a B2B purchase • Over 230 respondents
About the Survey
$500 to $1 billion
$250 million to $500 million
$1 billion and above
$50 to $250 million
$10 to $50 million
Below $10 million
3.9%
35.5%
27.1% 16.8%
10.3% 6.5%
B2BBuyer
-‐ Launched in 2007 to track best prac6ces in lead genera6on
-‐ NewsleAer has grown to more than 26,000 readers
-‐ We also offer a menu of research and best prac6ces reports
-‐ Audio/video podcasts at DemandGenReport.com
@DG_Report linkd.in/DG_Specialists
About DemandGen Report
B2BBuyer
Andrew Gaffney Publisher DemandGen Report.com
MaA West VP of Marke1ng Genius.com
Today’s Speakers
B2BBuyer
Changing Buyer Behavior: Challenges & OpportuniJes 1) Budgets Are A Guide, Not A Blueprint 2) Buyers Want to Self-‐Navigate 3) Conversa6on Replaces 1-‐Way Monologue 4) Changing Role of Sales 5) Desire for Interac6ve 6) Test Drive/Demos Key 7) Changing Channels 8) Role of Social Changing (already) 9) Buyers Expect You To Keep Pace w/ Their Journey 10) Looking for Ways to Mi6gate Risk 11) Not Just About Price 12) Size Doesn't MaAer—look deeper at survey results vs. SMBs
2012 B2B Buyer Outlook
B2BBuyer
Budgets Are A Guide…not a blueprint
New Reality #1
B2BBuyer
How would you describe the budgeting/approval process for this recent solution purchase?
Determined poten6al impact through other adopters and built a business
Budget was taken from another line item aJer need was established/clear
Budget was determined post mul6ple bids
Budget was allocated as part of a larger line item once need was established
Budget for project was approved and allocated during beginning of the year
26.7%
26.1%
20.6%
15.8%
10.9%
B2BBuyer
Buyers Want to Self-‐Navigate
New Reality #2
B2BBuyer
StarJng on the Web… borrowing from consumer experiences
B2BBuyer
ConversaJon Replaces 1-‐Way Monologue
New Reality #3
B2BBuyer
How was your first point of contact made with your sales representaJves?
I chaAed with them on their web site via live chat
They contacted me cold
Other
I called them directly
They contacted me aJer I asked for further informa6on from their web site
46.1%
40.6%
6.1% 6.7%
10.3%
B2BBuyer
Changing Role of Sales
New Reality #4
B2BBuyer
At what point the buying process did you engage with sales representaJves from soluJon providers?
Other
When we were ready to nego6ate terms
When we put out RFPs
Immediately when research began
AJer preferred list of vendors was established
AJer internal research was conducted on op6ons
1.8%
40.6%
23.6%
21.2%
6.7%
6.1%
B2BBuyer
Desire for InteracJve Increasing
New Reality #5
B2BBuyer
Which types of communicaJon/content did you feel were most helpful in supporJng your decision?
Other
White papers suppor6ng the business case/impact of the solu6on
Documents/Tools that supported the ROI jus6fica6on for the project
Case studies of successful implementa6ons
Vendor Comparison Analysis
26.1%
7.3%
57.6%
48.5%
43%
B2BBuyer
Test Drive/Demos Key
New Reality #6
B2BBuyer
In the later stages of selecJng a vendor and rolling out the product or soluJon, which tools did you feel were most helpful in supporJng your decision?
12.1% 12.1%
23.6% 27.3%
56.4% 56.4%
B2BBuyer
Changing Channels Impact Buying Behavior
New Reality #7
B2BBuyer
Which resources did you find most useful in the early stages of buying process?
10.3% 16.4% 21.2%
34.5% 40.6%
44.2%
70.9%
B2BBuyer
Role of Social Changing (already)
New Reality #8
B2BBuyer
Social Media Usage
35% 65%
2011
2010
B2BBuyer
Buyers Expect You To Keep Pace w/ Their Journey
New Reality #9
Do you feel like the soluJon provider you chose provided you with ample content to help you navigate through each stage of the buying process?
B2BBuyer
Looking for Ways to MiJgate Risk
New Reality #10
B2BBuyer
Did you take any of the following steps to help ensure the product or soluJon would fit your company?
Other
Brought in consultant/market expert to help with the solu6on selec6on and rollout
Piloted the solu6on in one department or division before rolling out across company
Took advantage of a free trial to use the product before purchasing
13.9%
55.8%
31.5%
23.6%
B2BBuyer
Other
Pilot project to determine impact for larger expansion
For a specific department
6.7%
23.6%
For what reason was the product or soluJon implemented?
69.7%
B2BBuyer
Despite the economy.. Not Just About Price
New Reality #11
B2BBuyer
Did any of the following factors lead you to go with the vendor you selected?
Other
Posi6ve feedback from industry consultants/analysts
Access to relevant resources and content at each stage of our research process
Ability to try product before buying
References from exis6ng clients
Exper6se/helpfulness of sales team
Willingness to meet our needs on pricing and terms
30.9%
29.1%
4.2%
64.2%
63%
46.1%
41.8%
B2BBuyer
Size Doesn’t Ma/er, SMBs Keeping Pace w/Enterprise
New Reality #12
B2BBuyer
1. Viewer Window 2. Control Panel
Type your question here
Today’s TwiAer Hashtag: #B2BBuyer
Q & A: Please Submit Your Ques6ons
B2BBuyer
Download The White Paper
All of today’s registrants will receive the new white paper
“The New BtoB Path To Purchase” along with the on-‐demand link to the webinar.