1. The document discusses understanding the industrial buying cycle by outlining key stages and research findings on how industrial buyers purchase products and services. 2. It provides an overview of the typical long buying cycle for industrial purchases and that many decision makers and information sources are involved at different stages. 3. The document recommends aligning marketing content and strategies with the different buying cycle stages and using multiple media sources to be found frequently by buyers throughout the process.

1. Align Your Marketing With Your Customers’ Buying Process Understanding the Industrial Buy Cycle

2. About Chris Chariton Vice President of Supplier Marketing and Marketing Services for GlobalSpec, a specialized search, information resource, e-publishing and online events company for the industrial sector Oversees direct marketing, demand generation, product management, market research, PR, advertising 20+ years of marketing experience, including 10 years in industrial marketing

3. Agenda The industrial buy cycle: a definition 8 key takeaways from the GlobalSpec Industrial Buy Cycle Survey Creating a content strategy Recommendations

4. The Industrial Buy Cycle The steps that industrial or other B2B sector buyers engage in when purchasing products and services

5. The Industrial Buy Cycle In the consumer world…

6. The Industrial Buy Cycle People are not ready to purchase all the time “Impulse buying” does not exist in the industrial/B2B space

7. The Industrial Buy Cycle

8. Key Research Takeaways Industrial Buy Cycle Survey 700 respondents 46% of respondents influence $100,000 or more in purchasing 21% influence more than $500,000

9. Key Research Takeaways 1. The buy cycle is long.

10. Average Length of the Buy Cycle

11. Key Research Takeaways 2. Rarely just one person is involved in purchase decisions.

12. Percent of Purchases Decided by One Person

13. How Many Decision Makers for Purchases

14. Key Research Takeaways 3. Many sources are used for information.

15. Information Sources for Work-Related Purposes

16. Information Sources at Various Buy Cycle Stages

17. Social Media Used for Work-Related Purposes

18. Social Media Recommendations Don’t replace established online marketing with social media Begin to explore social media tools Develop a vision and define goals for social media Integrate social media into your overall marketing strategy

19. What Engineers Look for on the Web Top Activities

20. Key Research Takeaways 4. Content is king.

21. Number of Pieces of Content Reviewed Before Purchasing

22. Number of Pieces of Content Reviewed Before Purchasing

23. Key Research Takeaways 5. Numerous suppliers are evaluated before a decision is made.

24. Evaluating Suppliers

25. Evaluating Suppliers: Procurement Phase

26. Key Research Takeaways 6. Availability, price and delivery are all important.

27. Importance of Factors in Purchasing Decisions

28. Key Research Takeaways 7. Purchases are being made in many different ways.

29. Methods Used to Make Purchases

30. Most Commonly Used Purchase Method

31. Avoid “last ad” marketing mistake Giving credit for a lead to the last action taken before purchase

32. Frequency of Typing Company Name into Search Box

33. Use of Search as Navigation

34. 71% of sponsored search clicks are navigational in nature. Use of Search as Navigation Source: Atlas Institute, “Paying for Navigational Search”

35. Why “the click” isn’t the only thing that matters Branding and exposure through other channels may be the reason why they are coming to your Web site Buyers type your name into the search box because of the exposure they have received from you Research proves the importance of being found in multiple places with various content

37. Why “the click” isn’t the only thing that matters

38. Key Research Takeaways 8. Frequency of exposure across various media is key to driving business

39. Key Questions to Ask What is your purchase cycle? Does your content address the needs of buyers at the various stages of the buy cycle? Is your company, products and services visible in various media/information sources used across the stages?

41. Industrial Buy Cycle Content Audit

42. Content Audit

43. Industrial Buy Cycle Media Information/Source Audit

44. Media/Information Source Audit

45. Content Example: E-book Download

46. Content Example: Twitter

47. Content Example: Blog

48. Content Example: Video

49. Content Example: Video

50. Content Example: e-Newsletter

51. Content Example: Technical Articles

52. Content Example: Technical Article

53. Content Example: Data Sheet

54. Content Example: Contact Page

55. Content Example: Contact Page

56. Get found early – and often - in the buy cycle Recommendations

61. Get found early – and often - in the buy cycle Be found where your audience is looking - online Understand your company’s buy cycle – and offer content to support it Conduct a content audit to ensure that you have the right content for the right stages Recommendations

62. About GlobalSpec We offer a variety of marketing programs tailored to your needs that deliver qualified leads, brand exposure and Web traffic, including: Searchable online catalogs and directories Advertising in more than 60 e-newsletters Exhibitor opportunities at online events for the industrial sector PLUS banner advertising and pay-per-click programs

63. Thank You! Learn More www.globalspec.com/advertising www.globalspec.com/marketingmaven Contact Us Chris Chariton: [email_address] Follow Us @GlobalSpecInc http://linkd.in/MktgMavens