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2012 B2B Buyer Behavior Survey Report
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2012 B2B Buyer Behavior Survey Report

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  • 1. B2B  Buyer   Behavior   Research  into  the  new  preferences  and   expecta6ons  of  business  buyers  Presented  by   Sponsored  by  
  • 2. Welcome  Webinar  A4endees   Type  ques:on  here  
  • 3. Follow  this  webinar  on  Twi4er   #B2BBuyer  
  • 4. About  Demand  Gen  Report  •  Launched  in  2007  to  track  best   prac6ces  in  lead  genera6on  •  NewsleBer  has  grown  to  more   than  26,000  readers  •  We  also  offer  a  menu  of  research   and  best  prac6ces  reports    •  New  audio/video  podcasts  at   DemandGenReport.com      @DG_Reporthttp://linkd.in/DG_Specialists
  • 5. Panelists   Atri  ChaBerjee   Andrew  Gaffney   Chief  Marke6ng  Officer   Editor   Act-­‐On  SoEware   Demand  Gen  Report  
  • 6. Digital  DNA   start  buying  process  on  web  search   go  directly  to  vendor  web  site   turn  to  social  media/peer  reviews   conducted  anonymous  research   of  a  select  group  of  vendors  
  • 7. Crowdsourcing:  Growing  Role  of  Social   followed  group  discussions  to  learn  about  topic   connected  with  though  leaders   through  social  networks   posted  ques6ons  on  social  networking  sites  
  • 8. Early  Stage  Buyer  Behavior  ATer  ini6al  research:   developed  a  short  list  of   poten6al  providers   collected  info  to  build   the  business  case   cited  breadth  of  informa6on  as   cri6cal  vendor  asset  at  this  stage  
  • 9. The  Budget  Reali:es  of  the  Agile  Buyer   said  project  was  ini6ally  unbudgeted;  funds   allocated  AFTER  impact  was  determined;  only   said  budget  was  pre-­‐approved  and   allocated  at  the  beginning  of  the  year;   set  budget  aTer  solici6ng  mul6ple  bids  
  • 10. ShiEs  in  the  Sphere  of  Influence  said  more  internal  team  members  provided  input;   said  4  or  more  people  were   involved  in  the  purchase  process;  said  C-­‐Level/Exec  CommiBee  were  involved;   said  marke6ng  was  involved  
  • 11. Buy  Side  or  Sell  Side?  ShiTing    course  of  engagement:   of  buyers  don’t  interact  with  a  solu6on  provider   un6l  AFTER  establishing  a  preferred  list  of  venders   aTer  the  conduc6on  of  ini6al  research   on  op6ons   AFTER  pung  out  RFPs  or  preparing  to   nego6ate  terms  
  • 12. Deal  Makers  or  Breakers  How  important  was  the  following  in  selec6ng  the  provider  you  chose:   said  6melines  of  response   selected  relevance   as  top  choice   of  informa6on  
  • 13. Won/Lost  Influencers   Average  ra6ng  on  purchase     experience  as  only  3.34  out  of  five.  Sugges:ons  for  improvement:   “Experienced   consultants”   “Post  implementa6on   “Listen”   training  &  support”   “Final  price   was  less  than   “Have  more  info  at   “Make  info  easier   half  original   each  stage”   to  find”   quote”  
  • 14. Post  Purchase  Preferences  Which  tools  were  most  useful  aTer  purchase:   educa6on  and  training   product  support   user  community/forum  
  • 15. Q&A    //    Submit  Your  Ques:ons   Type  ques:on  here  
  • 16. Q&A    //    Panelists   Atri  ChaBerjee   Andrew  Gaffney   Chief  Marke6ng  Officer   Editor   Act-­‐On  SoEware   Demand  Gen  Report  
  • 17. All  a4endee’s  will  receive  this  report.   Sign  up  for  our   newsleBer  to  get  your   hands  on  the  report   when  officially  released   next  week.   www.demandgenreport.com/subscribe
  • 18. Thank  You