This document summarizes research into new preferences and expectations of business buyers. It discusses findings such as buyers beginning their search process online and using social media and peer reviews. It also addresses topics like multiple people being involved in purchase decisions, the importance of response timeliness and relevance of information, and preferences for education and training tools after a purchase.

1. B2B
Buyer
Behavior
Research
into
the
new
preferences
and
expecta6ons
of
business
buyers
Presented
by
Sponsored
by

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#B2BBuyer

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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

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