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Inside the Mind of
the B2B Buyer 2020
The 2020
B2B Decision
Environment is…
Trust &
Quality
Access
Over-
whelmed
Industry
Peer &
Third-Party
Clear &
Concise
Connected
Experience
Inside the Mind of
the B2B Buyer 2020
A peek into the fluid state
of the B2B buying process
and how decision-makers
feel about vendors’
content and experience.
Increasingly complex and being
reshaped by a diverse group of
DECISION-MAKERS,
INFLUENCERS & END USERS.
A buying center
can comprise up
25
people in large
organizations
54%
of buyers have
increased the size of
their buying centers
WHAT IS A
BUYING CENTER?
A group of individuals within an organization that make
decisions about a substantial purchase or investment.
AKA
• Buying Committee
• DMU (Decision-Making Unit)
IDGDemand Gen
Business Dictionary
Regardless of company size, there
are three main divisions of labor
Note: In smaller
organizations, the
influencer and user
can be the same. In
larger organizations,
there can be several
more roles.
• Mandates the
evaluation
• Builds/sells/approve
business case
• VP, SVP, C-Suite
UserInfluencer
Decision-
Maker
• Conducts research;
helps build short list
• Can be champion,
gatekeeper or
shadow stakeholder
• Sr. Mgr., Director
• Most impacted; vets
the shortlist
• Can kill a deal; can
also be a gatekeeper
• Lead, End User, IT,
Operations 78% have to spend
more time researching
The consideration phase is
grueling
Demand Gen
Studies show each year that vendors
keep “missing the memo”
62%
want sales people to know what
content they downloaded during
follow-up
Content that buyers find helpful for
decision-making = content that vendors
find difficult to produce.
Case
Studies
Analyst
Reports
Reviews
Industry
Specific
Time, Cost
& Effort
ROI
IDG
In their own words…
Vendor collateral glosses over important details. (Trust Radius)
Vendor websites are limited, provide little insights, and are only geared to get
your information for a sales call. (Trust Radius)
I know the types of information that is put on a website – it’s useful, but I find
resources from outside the company to be more trustworthy and honest.
(Trust Radius)
While, I as an IT Professional, am not the decision-maker, I have two important
roles: decision influencer & gatekeeper. If a vendor doesn’t convince me they
don’t make it, the decision-maker & I can make or break most IT decisions.
(Spiceworks)
Don’t make me fill out a form to register with you before I can download a
whitepaper that tells me how your solution addresses a problem I am
researching. (Spiceworks)
Twitter.com/ComBlu
ComBlu.com
ComBlu Lumenatti Blog
Jennifer Voisard
jvoisard@comblu.com
Cheryl Treleaven
ctreleaven@comblu.com
Got Personas?

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Inside the Mind of the B2B Buyer 2020

  • 1. Inside the Mind of the B2B Buyer 2020
  • 2. The 2020 B2B Decision Environment is… Trust & Quality Access Over- whelmed Industry Peer & Third-Party Clear & Concise Connected Experience Inside the Mind of the B2B Buyer 2020 A peek into the fluid state of the B2B buying process and how decision-makers feel about vendors’ content and experience. Increasingly complex and being reshaped by a diverse group of DECISION-MAKERS, INFLUENCERS & END USERS. A buying center can comprise up 25 people in large organizations 54% of buyers have increased the size of their buying centers WHAT IS A BUYING CENTER? A group of individuals within an organization that make decisions about a substantial purchase or investment. AKA • Buying Committee • DMU (Decision-Making Unit) IDGDemand Gen Business Dictionary
  • 3. Regardless of company size, there are three main divisions of labor Note: In smaller organizations, the influencer and user can be the same. In larger organizations, there can be several more roles. • Mandates the evaluation • Builds/sells/approve business case • VP, SVP, C-Suite UserInfluencer Decision- Maker • Conducts research; helps build short list • Can be champion, gatekeeper or shadow stakeholder • Sr. Mgr., Director • Most impacted; vets the shortlist • Can kill a deal; can also be a gatekeeper • Lead, End User, IT, Operations 78% have to spend more time researching The consideration phase is grueling Demand Gen
  • 4. Studies show each year that vendors keep “missing the memo” 62% want sales people to know what content they downloaded during follow-up Content that buyers find helpful for decision-making = content that vendors find difficult to produce. Case Studies Analyst Reports Reviews Industry Specific Time, Cost & Effort ROI IDG
  • 5. In their own words… Vendor collateral glosses over important details. (Trust Radius) Vendor websites are limited, provide little insights, and are only geared to get your information for a sales call. (Trust Radius) I know the types of information that is put on a website – it’s useful, but I find resources from outside the company to be more trustworthy and honest. (Trust Radius) While, I as an IT Professional, am not the decision-maker, I have two important roles: decision influencer & gatekeeper. If a vendor doesn’t convince me they don’t make it, the decision-maker & I can make or break most IT decisions. (Spiceworks) Don’t make me fill out a form to register with you before I can download a whitepaper that tells me how your solution addresses a problem I am researching. (Spiceworks)
  • 6. Twitter.com/ComBlu ComBlu.com ComBlu Lumenatti Blog Jennifer Voisard jvoisard@comblu.com Cheryl Treleaven ctreleaven@comblu.com Got Personas?