Join Demand Gen Report and Demandbase as they discuss the key findings from DGR"s 2015 B2B Buyer Behavior Survey in this #B2BBuyer webinar

1. Buyers
In
Context:
Key
Findings
From
The
2015
B2B
Buyer's
Survey
#B2BBuyer
SPONSORED
BY

2. #B2BBuyer
Follow
this
webinar
on
LinkedIn
&
TwiBer
#B2BBuyer
Demand
Gen
Report:
@DG_Report
Demandbase:
@Demandbase

3. About
Demand
Gen
Report
@DG_Report
http://linkd.in/DG_Specialists
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in
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to
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in
lead
generaKon
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4. #B2BBuyer
Speakers
John
Dering
Director
of
MarkeKng
Programs
Demandbase
Andrew
Gaffney
Editor
Demand
Gen
Report

5. #B2BBuyer
Breaking
Down
the
Buyer
Journey
&
Behavior
By
Stage
• Awareness
• Pre-­‐
Hand
Raise
• SoluKon
SelecKon
Stage
• Influencing
The
Decision
Process
• Dealing
With
B2B
ComplexiKes

6. #B2BBuyer
Industry
experts/
analysts
Peers/
colleagues
Web
search
Early
Stage
-­‐
Awareness
What
were
the
first
three
resources
that
informed
you
about
the
soluKon
in
quesKon,
in
order
of
importance?

7. #B2BBuyer
Why
were
these
sources
most
informaKve
during
your
search?
“Websites
don't
seem
to
really
answer
what
a
buyer
is
looking
for.
They
tend
to
be
too
high
level
and
not
dive
down
into
the
buyer’s
pain.”
“I
trust
the
recommenda@ons
of
my
peers
and
if
the
vendor
website
has
enough
educa@onal
material
I
can
educate
myself
on
the
product/solu3on
before
I
talk
to
the
sales
rep.
And
the
sales
rep
in
this
par@cular
case
was
not
overly
aggressive
and
took
the
@me
to
listen
to
my
needs
and
helped
find
the
best
solu@on
to
meet
those
needs.”

8. #B2BBuyer
Why
were
these
sources
most
informaKve
during
your
search?
“They
help
me
siC
through
the
process
of
the
search
and
narrow
the
list
of
op3ons.
That
way
I
can
be
more
efficient
on
honing
in
on
the
best
solu@on
and
finding
out
if
it
will
support
my
ini@a@ves.”
“Those
sources
gave
us
the
best
mix
of
ROI
and
technology
informa@on
and
case
studies
to
help
inform
our
decisions.”
“We
had
to
collect
op@ons
first,
then
learn
about
them,
then
get
feedback
from
team
of
employees.”

9. #B2BBuyer
What
was
your
Kmeline
in
taking
the
following
steps
in
your
research
and
buying
process?
(Conducted
anonymous
research
on
potenGal
soluGons)
1-­‐3
Months
The
Anonymous
Shopper
Under
1
Month
3-­‐6
Months
6-­‐12
Months
Over
12
Months

10. #B2BBuyer
Consistency
pays
off
in
B2B
AdverKsing
Always-­‐on
B2B
adverKsers
see
beBer
results
than
discrete
campaigns
29%
increase
in
companies
lifed
20%
higher
CTR
127%
more
website
engagement
WEBSITE ACTIVITY BY COMPANY EXAMPLE DISCRETE CAMPAIGN
AVG. DROPOFF
-90%
target account traffic
CAMPAIGN

11. #B2BBuyer
PRE
HAND-­‐RAISE
Rank
the
importance
of
each
of
the
following
when
you
visit
a
vendor
website
to
conduct
research:
Search
and
navigaKon
tools
Thought
leadership
content
Easy
access
to
content
Important
No
impact
Unimportant

12. #B2BBuyer
PRE
HAND-­‐RAISE
Rank
the
importance
of
each
of
the
following
when
you
visit
a
vendor
website
to
conduct
research:
Vendor-­‐focused
content
Easy
access
to
pricing
and
compeKKve
informaKon
Relevance
of
their
website
to
industry
Important
No
impact
Unimportant

13. #B2BBuyer
Pre-­‐Hand
Raise:
Website
PersonalizaGon

14. #B2BBuyer
ADOBE’S
VERTICAL
FOCUS
WITH
TARGETED
CONTENT,
ACROSS
MULTIPLE
CHANNELS
Targeted
Content
by
VerGcal
1
Chat
when
it
maRers
2
200%
Increase
in
conversions
(white
paper
downloads)
Increase
in
visitor-­‐to-­‐lead
conversion
with
Chat
300%

15. #B2BBuyer
How
many
people
were
involved
in
the
purchase
process
for
recent
B2B
soluKons?
1-­‐3
ConKnued
Complexity
4-­‐6
7-­‐10
10+

16. #B2BBuyer
What
about
your
B2B
purchasing
process,
if
anything,
has
changed
in
the
past
year?
“Our
buying
process
is
more
collabora@ve.
The
organiza@on
is
interested
in
geJng
a
full
360-­‐
degree
perspec@ve.”
“There
is
more
informa@on
and
data
available
to
review
on
websites,
which
means
we
are
less
dependent
on
sales
reps.”

17. #B2BBuyer
What
about
your
B2B
purchasing
process,
if
anything,
has
changed
in
the
past
year?
“I
don't
think
it
is
a
change;
more
of
a
con@nued
emphasis
on
the
mul@-­‐stakeholder
purchase.
But,
what
is
clear
is
that
there
needs
to
be
a
catalyst.
That
one
person
that
will
serve
as
the
champion
to
get
the
purchase
across
the
finish
line.”
“It's
easier
to
go
back
channel
via
Linked
In
to
get
peer
inputs
on
products
or
agencies.”

18. #B2BBuyer
How
has
the
number
of
team
members
usually
involved
in
your
B2B
purchase
process
changed
over
the
past
year?
ConKnued
Complexity
Increased
Somewhat
Increased
substanKally
Decreased
somewhat
Decreased
substanKally
Stayed
the
same

19. #B2BBuyer
What
about
your
B2B
purchasing
process,
if
anything,
has
changed
in
the
past
year?
“Our
buying
commiRee
weighs
in
on
all
major
purchases.”
“I
iden@fy
a
challenge
internally
and
seek
out
solu@ons
to
resolve
them.
OCen
I
ask
colleagues
if
they
know
any
solu@ons,
then
research
them
online
to
see
if
their
value
and
feature
sets
would
solve
my
challenges.”

20. #B2BBuyer
What
about
your
B2B
purchasing
process,
if
anything,
has
changed
in
the
past
year?
“The
number
of
influencers
has
grown.”
“We
look
at
how
the
purchase
adds
to
revenue
or
reduces
costs.”
“The
collabora@on
via
social
media
has
magnified
the
rela@onship
between
companies.”

21. #B2BBuyer
How
has
the
length
of
your
B2B
purchase
cycle
changed,
on
average,
compared
with
a
year
ago?
Increased
somewhat
Stretching
The
Sales
Cycle
Stayed
the
same
Increased
significantly
Decreased
somewhat

22. #B2BBuyer
Did
the
winning
vendor’s
content
have
a
significant
impact
on
your
buying
decision?
Important
No
impact
Unimportant
Triggers
in
the
Decision
Stage

23. #B2BBuyer
How
many
Kmes
did
the
winning
vendor
contact
you
with
the
following
types
of
communicaKons?
(Content/Thought
Leadership)
The
Contact
Formula
2-­‐3
4-­‐6
1
7-­‐10
10+

24. #B2BBuyer
How
many
Kmes
did
the
winning
vendor
contact
you
with
the
following
types
of
communicaKons?
(Sales
Calls)
The
Contact
Formula
2-­‐3
4-­‐6
1
7-­‐10
10+

25. #B2BBuyer
Account-­‐Based
RetargeGng
Make
Buying
Signals
AcKonable
Product page
18 pageviews
7 unique visitors
About page
10 pageviews
4 unique
visitors
Home page
5 pageviews
3 unique visitors
Whitepaper
26 pageviews
10 unique visitors
Pricing page
28 pageviews
6 unique visitors
PROGRAMMATICALLY
TRIGGER
ADS
BASED
ON
COMPANY
ACTIVITY
RETARGETED ADS

26. #B2BBuyer
Account-­‐Based
Intelligence
for
Sales
§ How
is
website
engagement
trending?
§ What
content
are
they
most
interested
in?
§ Are
there
any
anomalous
paRerns?

27. #B2BBuyer
Results
of
Addressing
B2B
Buyer
Habits
Sales
Team
Close
Rate
ACV
Funnel
Velocity
Enterprise
+285%
+35%
+2%
Mid
Market
+166%
+40%
-­‐20%
AdverGsing
+57%
+31%
+65%

28. #B2BBuyer
If
you
were
on
the
fence
about
deciding
between
two
vendors,
what
pushed
you
over
the
edge
to
select
one
over
the
other?
“Feeling
that
they
understood
my
business
needs
and
were
an
expert
in
the
field.”
“Reputa@on
in
the
industry
and
thought
leadership.”
“If
both
vendors
sell
the
same
product
I
would
definitely
go
with
the
one
that
looks
more
friendly
and
more
willing
to
answer
all
my
ques@ons.
For
a
great
B2B
buying
experience,
it
is
important
to
find
a
person
in
the
other
company
that
is
going
to
be
our
point
of
contact
if
something
goes
wrong
with
the
product.”

29. #B2BBuyer
Q
&
A
//
Panelists
John
Dering
Director
of
MarkeKng
Programs
Demandbase
Andrew
Gaffney
Editor
Demand
Gen
Report

30. Thanks
for
aBending
this
webinar!
View
this
presentaKon
on-­‐demand
at:
hRp://dg-­‐r.co/b2b-­‐buyer-­‐2015