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B2B  Buyer  Behavior  

Research  into  the  new  preferences  and  expecta6ons  of  business  buyers  

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Panelists  

Atri  ChaBerjee  Chief  Marke6ng  Officer  

Act-­‐On  SoEware  

Andrew  Gaffney  Editor  

Demand  Gen  Report  

Digital  DNA  

start  buying  process  on  web  search  

go  directly  to  vendor  web  site  

turn  to  social  media/peer  reviews  

conducted  anonymous  research  of  a  select  group  of  vendors  

Crowdsourcing:  Growing  Role  of  Social  

followed  group  discussions  to  learn  about  topic  

connected  with  though  leaders  through  social  networks  

posted  ques6ons  on  social  networking  sites  

Early  Stage  Buyer  Behavior  

developed  a  short  list  of  poten6al  providers  

collected  info  to  build  the  business  case  

cited  breadth  of  informa6on  as  cri6cal  vendor  asset  at  this  stage  

ATer  ini6al  research:  

The  Budget  Reali:es  of  the  Agile  Buyer  

said  project  was  ini6ally  unbudgeted;  funds  allocated  AFTER  impact  was  determined;  

said  budget  was  pre-­‐approved  and  allocated  at  the  beginning  of  the  year;  

set  budget  aTer  solici6ng  mul6ple  bids  

only  

ShiEs  in  the  Sphere  of  Influence  

said  more  internal  team  members  provided  input;  

said  4  or  more  people  were  involved  in  the  purchase  process;  

said  C-­‐Level/Exec  CommiBee  were  involved;  

said  marke6ng  was  involved  

Buy  Side  or  Sell  Side?  

of  buyers  don’t  interact  with  a  solu6on  provider  un6l  AFTER  establishing  a  preferred  list  of  venders  

aTer  the  conduc6on  of  ini6al  research  on  op6ons  

AFTER  pu\ng  out  RFPs  or  preparing  to  nego6ate  terms  

ShiTing    course  of  engagement:  

Deal  Makers  or  Breakers  

said  6melines  of  response  as  top  choice  

selected  relevance  of  informa6on  

How  important  was  the  following  in  selec6ng  the  provider  you  chose:  

Won/Lost  Influencers  

Average  ra6ng  on  purchase    experience  as  only  3.34  out  of  five.  

Sugges:ons  for  improvement:  

“Listen”  

“Have  more  info  at  each  stage”  

“Post  implementa6on  training  &  support”  

“Make  info  easier  to  find”  

“Experienced  consultants”  

“Final  price  was  less  than  half  original  quote”  

Post  Purchase  Preferences  

educa6on  and  training  

product  support  

user  community/forum  

Which  tools  were  most  useful  aTer  purchase:  

Q&A    //    Submit  Your  Ques:ons  

Type  ques:on  here  

Q&A    //    Panelists  

Atri  ChaBerjee  Chief  Marke6ng  Officer  

Act-­‐On  SoEware  

Andrew  Gaffney  Editor  

Demand  Gen  Report  

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