A recent survey reveals that B2B buyers are increasingly utilizing diverse information sources, taking more time for research, and involving more stakeholders in decision-making processes. This shift towards self-education and reliance on peer recommendations has led to longer sales cycles and rising costs for lead generation. Companies are advised to engage actively in online marketing, integrate channels, and focus on inbound strategies to improve lead generation efficiency.

1. The New Buying Cycle

2. How Decision Making Has Changed
A recent survey of B2B buyers found that...
• 48% utilized a wider variety of sources to acquire
information at various stages of the buying process than
during previous purchases
• 48% took more time to research their buying options
• 36% did more detailed analysis of costs/ROI on their own
• 30% had more internal team members provide input
• 27% relied more on live customer feedback &
recommendations
DemandGen B2B Lead Generation Survey 2011

3. These days...
• There is a shift to SELF-EDUCATION
• Prospects are much better INFORMED
• Access to the web changed their EXPECTATIONS
• They KNOW you BEFORE they INTERACT
• MORE STAKEHOLDERS involved in decision
• Prospects talk to PEERS & COLLEAGUES

4. How Does This Affect Your Business?
• Sales Cycles are longer
• Traditional Lead Generation yields less
• Sales are not achieving targets
• Always in competitive situations
• Increased cost of outbound marketing
• Cost per lead is increasing

5. The New Sales Process...

6. How To Solve The Problem
• Active engagement in online marketing activities
• Planned approach to integrate all the channels
• Focus on Inbound marketing with content
(customers find you)
• Support Outbound marketing with online channels
(you finding customers)
• Create a “Lead Generation Architecture”
• Measure the performance and improve