Changes in it_security_buyer_behaviour

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Presentation given in London in November 2011 by John Bottom of Base One at the IT Security Marketing Forum 2011.

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Changes in it_security_buyer_behaviour

  1. 1. Changes in IT securitybuyer behaviourJohn Bottom, Base One22 November 2011 www.baseone.co.uk
  2. 2. Let’s talk aboutresearch...
  3. 3. Two important surveys:The Buyersphere Report 2011We asked 500 UK B2B buyers about the information channels they usedThe Social Media Benchmark ReportWe asked 248 B2B marketers how they used social media in order toengage buyers
  4. 4. Two important surveys:The Buyersphere Report 2011We asked 500 UK B2B buyers about the information channels they usedThe Social Media Benchmark ReportWe asked 248 B2B marketers how they used social media in order toengage buyers
  5. 5. >1,000 business buyersPurchase over £20,000 Behaviour directly linked to purchase www.baseone.co.uk
  6. 6. How do buyers informtheir purchases?
  7. 7. Which information channelsdo B2B buyers use? Source: B2B Marketing/ Base 2011
  8. 8. Which information channelsdo B2B buyers use? Source: B2B Marketing/ Base 2011
  9. 9. Which information channelsdo B2B buyers use? Source: B2B Marketing/ Base 2011
  10. 10. The Generation Gap FB BLOGS 18% 15% FB BLOGS 7% 5% under 30s over 30s Source: B2B Marketing/ Base 2011
  11. 11. 2010 compared to 2011 Source: B2B Marketing/ Base 2011
  12. 12. A growing thirst for information
  13. 13. A growing thirst for informationSocial media is coming,but slowlyUse your website at all stages ofthe buying cycleSeparate “content” from “socialmedia”
  14. 14. A growing thirst for information Source: B2B Marketing/ Base 2011
  15. 15. The changing world of live events Source: B2B Marketing/ Base 2011
  16. 16. Think hardabout the way you use live events
  17. 17. Digitisation of marketing tools2000: Brochure Website
  18. 18. Digitisation of marketing tools2000: Brochure Website2005: Direct mail Email
  19. 19. Digitisation of marketing tools2000: Brochure Website2005: Direct mail Email2010: Event Webinar
  20. 20. Influence v usage
  21. 21. The data capture debate Source: B2B Marketing/Base 2011
  22. 22. More than halfof buyers reallydon’t want totalk aboutthemselves... Lead gen v brand build
  23. 23. How do users share data? Source: B2B Marketing/Base 2011
  24. 24. Sharinginformation
  25. 25. SharinginformationDon’t forgetintranetsOr emailThink aboutformatting
  26. 26. Attitudes towards social media
  27. 27. Love social Hate socialmedia? media?
  28. 28. Social mediais here. Dealwith it.
  29. 29. Social Media Benchmark Survey
  30. 30. Social Media Benchmark SurveyHow are marketers responding tochanging buyer behaviour?
  31. 31. Are you using social media? Source: B2B Marketing/Base 2011
  32. 32. Do you have a social mediastrategy? Source: B2B Marketing/Base 2011
  33. 33. How do you decide on a socialmedia strategy? Source: B2B Marketing/Base 2011
  34. 34. How do you prove ROI? Source: B2B Marketing/Base 2011
  35. 35. We’re doing all the easy thingsWe’re skimming the surface
  36. 36. We’re doing all the easy thingsWe’re skimming the surfaceIf you want a competitiveadvantage, the opportunity isthere NOW
  37. 37. How is social media being used? Source: B2B Marketing/Base 2011
  38. 38. Community PlatformJuniper J-Central
  39. 39. Community PlatformJuniper J-Central
  40. 40. Community PlatformJuniper J-Central
  41. 41. How is social media being used? Source: B2B Marketing/Base 2011
  42. 42. Beware the tumbleweed effect...
  43. 43. The nightclub theory
  44. 44. What are the biggest challenges? Source: B2B Marketing/ Base 2011
  45. 45. What are the biggest challenges?What percentage of your time doyou spend on social media?What percentage of your budgetdo you spend on social media?
  46. 46. What are the biggest challenges? Source: B2B Marketing/Base 2011
  47. 47. The time/resource issue
  48. 48. The time/resource issueCentralised contentStructured planHire contentcreatorsAudit yourexpertise
  49. 49. Conclusions Separate ‘social media’ from ‘content’ Content is what buyers want.Social media is ONE OF the ways they get it
  50. 50. Conclusions Centralise your content. It’s tootime-consuming to do otherwise.
  51. 51. ConclusionsUse issue-based content to make your website work harder.
  52. 52. ConclusionsThink twice about data capture. Not everything is about lead generation.
  53. 53. Conclusions Social media is growing. But its effect is still minimal compared to website/SEO.Are you going to be the pioneer?
  54. 54. Download report from www.baseone.co.uklinkedin: johnbottom

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