The New Buying Cycle

 

How Decision Making Has Changed

A recent survey of B2B buyers found that... • 48% utilized a wider variety of sources to acquire

information at various stages of the buying process than during previous purchases

• 48% took more time to research their buying options• 36% did more detailed analysis of costs/ROI on their own• 30% had more internal team members provide input• 27% relied more on live customer feedback &

recommendations

DemandGen B2B Lead Generation Survey 2011

These days...

• There is a shift to SELF-EDUCATION• Prospects are much better INFORMED• Access to the web changed their EXPECTATIONS• They KNOW you BEFORE they INTERACT • MORE STAKEHOLDERS involved in decision• Prospects talk to PEERS & COLLEAGUES

How Does This Affect Your Business?

• Sales Cycles are longer• Traditional Lead Generation yields less• Sales are not achieving targets• Always in competitive situations• Increased cost of outbound marketing• Cost per lead is increasing

The New Sales Process...

How To Solve The Problem

• Active engagement in online marketing activities• Planned approach to integrate all the channels• Focus on Inbound marketing with content

(customers find you)• Support Outbound marketing with online channels

(you finding customers)• Create a “Lead Generation Architecture”• Measure the performance and improve