The New BtoB Path To Purchase

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The New BtoB Path To Purchase

  1. 1. 2012  B2B  Buyer  Outlook   12  Tips     For  Sales  and  Marke6ng  To  Address  Changing   Buyer  Behavior  in  2012      B2BBuyer  
  2. 2. Welcome  To  Today’s  Webinar   Your  GoToWebinar  A/endee  Viewer  is  made  of  2  parts:   1. Viewer Window 2. Control Panel Type your question here Today’s  TwiAer  Hashtag:     #B2BBuyer  B2BBuyer  
  3. 3. About  the  Survey   •  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   $500  to  $1  billion   •  Over  230  respondents   $250  million  to  $500   million   3.9%   6.5%   $1  billion  and  above   10.3%   $50  to  $250  million   35.5%   16.8%   $10  to  $50  million   27.1%   Below  $10  million   B2BBuyer  
  4. 4. About  DemandGen  Report   -­‐  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     B2BBuyer  
  5. 5. Today’s  Speakers   Andrew  Gaffney   Publisher   DemandGen  Report.com   MaA  West   VP  of  Marke1ng   Genius.com   B2BBuyer  
  6. 6. 2012  B2B  Buyer  Outlook   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  Doesnt  MaAer—look  deeper  at  survey  results  vs.  SMBs   B2BBuyer  
  7. 7. New  Reality  #1   Budgets  Are  A  Guide…not  a  blueprint   B2BBuyer  
  8. 8. How would you describe the budgeting/approval process for this recent solution purchase? 26.7%   Budget  for  project  was  approved  and   allocated  during  beginning  of  the  year   26.1%   Budget  was  allocated  as  part  of  a  larger  line   item  once  need  was  established   20.6%   Budget  was  determined  post  mul6ple  bids   15.8%  Budget  was  taken  from  another  line  item  aJer   need  was  established/clear   10.9%   Determined  poten6al  impact  through  other   adopters  and  built  a  business   B2BBuyer  
  9. 9. New  Reality  #2   Buyers  Want  to  Self-­‐Navigate   B2BBuyer  
  10. 10. StarJng  on  the  Web…   borrowing  from  consumer  experiences  B2BBuyer  
  11. 11. New  Reality  #3  ConversaJon  Replaces  1-­‐Way  Monologue   B2BBuyer  
  12. 12. 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   6.1%   6.7%   Other   46.1%   10.3%   I  called  them  directly   They  contacted  me  aJer  I  asked   for  further  informa6on  from  their   40.6%   web  site  B2BBuyer  
  13. 13. New  Reality  #4   Changing  Role  of  Sales   B2BBuyer  
  14. 14. At  what  point  the  buying  process  did  you  engage  with  sales   representaJves  from  soluJon  providers?   40.6%   AJer  internal  research  was  conducted  on   op6ons  AJer  preferred  list  of  vendors  was  established   23.6%   Immediately  when  research  began   21.2%   When  we  put  out  RFPs   6.7%   When  we  were  ready  to  nego6ate  terms   6.1%   Other   1.8%   B2BBuyer  
  15. 15. New  Reality  #5   Desire  for  InteracJve  Increasing   B2BBuyer  
  16. 16. Which  types  of  communicaJon/content  did  you  feel     were  most  helpful  in  supporJng  your  decision?   Vendor  Comparison  Analysis   57.6%  Case  studies  of  successful  implementa6ons   48.5%   Documents/Tools  that  supported  the  ROI   43%   jus6fica6on  for  the  project  White  papers  suppor6ng  the  business  case/ 26.1%   impact  of  the  solu6on   Other   7.3%   B2BBuyer  
  17. 17. New  Reality  #6   Test  Drive/Demos  Key     B2BBuyer  
  18. 18. 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?   56.4%   56.4%   27.3%   23.6%   12.1%   12.1%  B2BBuyer  
  19. 19. New  Reality  #7   Changing  Channels     Impact  Buying  Behavior     B2BBuyer  
  20. 20. Which  resources  did  you  find  most  useful     in  the  early  stages  of  buying  process?   70.9%   44.2%   40.6%   34.5%   21.2%   10.3%   16.4%  B2BBuyer  
  21. 21. New  Reality  #8   Role  of  Social  Changing  (already)     B2BBuyer  
  22. 22. Social  Media  Usage     2011   65%   2010   35%  B2BBuyer  
  23. 23. New  Reality  #9   Buyers  Expect  You  To  Keep  Pace     w/  Their  Journey     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  
  24. 24. New  Reality  #10   Looking  for  Ways  to  MiJgate  Risk       B2BBuyer  
  25. 25. Did  you  take  any  of  the  following  steps  to  help  ensure  the   product  or  soluJon  would  fit  your  company?     55.8%   Took  advantage  of  a  free  trial  to  use  the   product  before  purchasing   31.5%   Piloted  the  solu6on  in  one  department  or   division  before  rolling  out  across  company   23.6%  Brought  in  consultant/market  expert  to  help   with  the  solu6on  selec6on  and  rollout   13.9%   Other   B2BBuyer  
  26. 26. For  what  reason  was  the  product     or  soluJon  implemented?   6.7%   Other   23.6%   Pilot  project  to  determine   impact  for  larger  expansion   69.7%   For  a  specific  department  B2BBuyer  
  27. 27. New  Reality  #11   Despite  the  economy..   Not  Just  About  Price       B2BBuyer  
  28. 28. Did  any  of  the  following  factors     lead  you  to  go  with  the  vendor  you  selected?  Willingness  to  meet  our  needs  on  pricing   and  terms   64.2%   Exper6se/helpfulness  of  sales  team   63%   References  from  exis6ng  clients   46.1%   Ability  to  try  product  before  buying   41.8%  Access  to  relevant  resources  and  content   at  each  stage  of  our  research  process   30.9%   Posi6ve  feedback  from  industry   consultants/analysts   29.1%   Other   4.2%   B2BBuyer  
  29. 29. New  Reality  #12   Size  Doesn’t  Ma/er,  SMBs  Keeping   Pace  w/Enterprise     B2BBuyer  
  30. 30. Q  &  A:  Please  Submit  Your  Ques6ons   1. Viewer Window 2. Control Panel Type your question here Today’s  TwiAer  Hashtag:     #B2BBuyer   B2BBuyer  
  31. 31. 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.   B2BBuyer  

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