The document provides a summary of key insights from a B2B buying insights and intelligence webinar series event. Some of the main points covered include: - The B2B buying journey is becoming more complex with longer timelines and more stakeholders involved in the process. - Buyers are conducting more anonymous online research early in the journey and want timely, customized responses to their questions. - Personalization, ads, and account-based strategies that leverage intent data can help vendors engage buyers throughout the purchase process. - Different buying roles like decision makers, influencers, and researchers take varied approaches and have different information needs at each stage. - Vendors must adapt strategies to connect

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The Anatomy Of A B2B Buying Journey:
Analyzing New Data On How Purchase Decisions
Are Shaped & Selections Are Made

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Speakers
Tracy Kraft
VP of Revenue Marketing
Demandbase
Andrew Gaffney
Editorial Director
Demand Gen Report

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Key Data Points From New 2021
B2B Buyer Behavior Research
• Buying Journeys Continuing To Grow in Complexity
• Formal Buying Teams The New Norm, With Number of Stakeholders
Expanding
• While Average Deal Cycles Are Stretching, Some Buyers Are Accelerating
Timelines And Stressing Need For Speed
• All Buyers Expecting Timely And Customized Answers To Their Unique
Questions And Needs… At All Stages of The Journey.

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The Journey is Changing & Agile
55% of buyers say the length of their purchase timeline increased
compared to a year ago (21% say it increased significantly)
20% of buyers have had
delay purchases due to
budget freezes
Conversely 33% have escalated
some purchases due to changing
business needs
23% say they are looking
for more hands-on
attention/ engagement
from solution providers

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|
10
Start here
Initial
research
Social
media
First website
visit
Competitive
site visits
Buying
committee
research
Social
network
Pipeline
Evaluation
Retain
Research additional
solutions
Customer
Unknown Known
Form fill/Hand-raise
/Demo request
Not here
The Buyer’s Journey Is More
Complex and More Anonymous

11. The Buyer’s Journey
Identifying and Defining Stages

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12
The Right Account, The Right Content, The Right Time
Aware
Engaged
MQA
Opportunity
Customer
Expansion Opp
Expansion Won
Qualified

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Shifts in the Purchase Process
68% of buyers have
formal buying
groups/committees in
place to review
potential purchases
(19% say this is a recently
added process)
88% say purchase
decisions are often
accelerated or put on
hold based on
changing business
needs/priorities
(23% say this is a newly
added process)
88% say they spend
more time researching
purchases
79% say the number
of team members
involved in the
purchase process has
increased

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Intent
14
Discover accounts doing anonymous research on your unique products and competitors
Data Cloud
Which companies are
researching your competitors?
Do they already own existing
competitive technologies?
Competitive
Are they researching keywords that
relate to your product or service?
Are they searching for specific
keywords?
Are they searching for multiple related
high-value keywords?
High-Value Keywords
Have they shown a spike in interest?
Sustained interest in important
keywords?
How many people are researching
these topics?
How much content is being
consumed?
Recency & Frequency

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Goal:
• Prioritize accounts based on intent and propensity to buy
Approach:
• Analyzed engagement and intent levels to determined
which new accounts to target with advertising
• Demandbase used IP and cookie matching to uncover full
digital footprint of target accounts plus net new accounts
they should target
• Provided sales the intelligence needed to deliver
customized story
Case Study
15
94%
OF TARGET ACCOUNTS REACHED
WITHIN ONE WEEK

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Where Buyers Start the Journey
First 3 resources to inform the buying journey:
Web search
Vendor web sites
Peers/colleagues
56%
39%
35%

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The Things That Matter Most
Top Three Criteria When Visiting A Website
Easy access to relevant
content that speaks directly to
my company
Easy access to pricing and
competitive information
Speaks directly to and
demonstrates expertise
around needs of our industry
65%
65%
55%

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Personalization
18
Target the right accounts with personalized web experiences
ABX Cloud
Customize web pages with unique images, copy,
CTA buttons and links to deliver the right
message to the right visitor.
Easily segment your account and people lists
based on your specific criteria to target them
with personalized web pages.
Identify both known and unknown visitors to
engage the buying committee from your target
accounts on each interaction with your site.
[Industry]
[1st Party
Data]
OR

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Ads Impact Awareness & Favorability
67% said they noticed ads from
the solution provider they chose
32% said the ads they noticed positively impacted their view of them

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Precise, efficient, scalable advertising
20
Advertising
Cloud
20
DEFINE KEYWORDS
MONITOR CONTENT
INTERACTIONS
RANK & SCORE
RELATIVE INTENT
PRIORITIZED
BIDDING

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Influences on Vendor Selection
Demonstrated
stronger knowledge
of our company
and its needs
Demonstrated
stronger knowledge
of solution area and
business landscape
Provided better mix
of content to
help us through
each stage
Provided
information that
was easy to
consume
Provided higher-
value content
Made it easier to
show ROI/build
business case
Top Reasons You Chose the Winning Vendor
65% 65%
55% 54% 53% 53%

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Orchestration
22
Automate and Scale Account-Based Processes Across Channels
ABX Cloud
Retention & Advocacy
Cross-Sell
CDM
Cross-Channel
Automations
Segmentation
Precise Segmentation
Unlimited Automations
Cross-Channel Play
Automation
Customer Data Management
Cross-Sell Plays

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Behaviors Across the Buying Committee
Primary decision makers Internal influencers Researchers
All three stakeholders said that the first step of the buying
process was conducting anonymous research (41% overall)
How Behaviors Vary Across Specific Stakeholders:
STEP 1

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Behaviors Across the Buying Committee
Developing an informal list of
vendors and rounded out with
preliminary information on cost
(27% ranked this as the second
step they took on the journey)
• Easy access to relevant content that speaks directly to their company
(No. 1 for primary decision makers and internal influencers, No. 2 for researchers);
• Easy access to pricing and competitive information
(No. 1 for researchers, No. 2 for primary decision makers and internal influencers)
STEP 2 STEP 3 STEP 4 STEP 5
Collecting info on pricing,
cited by 21%
25% then brought
in other team
members to help with
selection process
49% said accepting
outreach from vendors
and engaging in demos
was their last step in
the journey

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Different Strokes for Different Folks
Primary decision makers waited until later in the journey
to bring in other team members, with 26% saying this
was the 5th step on their journey…compared to technical
buyers who listed this as their 2nd step on the journey.
Technical buyers were most likely to engage with sales reps early in the journey, with 21%
citing this as a first step, compared to only 18% of primary decision makers who expressed
willingness to do this early in the journey.

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Key Takeaways
Ø Stop Building Standard Drip/Nurture Programs For Prototypical Buyers
Ø Develop Strategies To Connect With Buying Teams…Speaking To Specific
Needs At Specific Stages Of The Journey
Ø Make The Journey Seamless And Customizable For Different Stakeholders
And Different Stages
Ø Stress Enablement And Orchestration (Both Internally and Externally),
Making It Easy For Buyers To Get The Answers They Need…Whether They
Are Self-Navigating Or Working With A Salesperson

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Q&A / Speakers
Tracy Kraft
VP of Revenue Marketing
Demandbase
Andrew Gaffney
Editorial Director
Demand Gen Report

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