key findings from 2015 b2b buyers survey
Post on 04-Aug-2015
364 Views
Preview:
TRANSCRIPT
Buyers In Context: Key Findings From The 2015 B2B Buyer's Survey
#B2BBuyer
SPONSORED BY
#B2BBuyer
Follow this webinar on LinkedIn & Twitter
#B2BBuyerDemand Gen Report: @DG_Report
Demandbase: @Demandbase
About Demand Gen Report
@DG_Reporthttp://linkd.in/DG_Specialists
• Launched in 2007 to track best practices in lead generation
• Newsletter has grown to more than 28,000 readers
• We also offer a menu of research and best practices reports
• New audio/video podcasts at DemandGenReport.com
#B2BBuyer
Speakers
John DeringDirector of Marketing Programs Demandbase
Andrew GaffneyEditorDemand Gen Report
#B2BBuyer
Breaking Down the Buyer Journey & Behavior By Stage • Awareness• Pre- Hand Raise• Solution Selection Stage• Influencing The Decision Process• Dealing With B2B Complexities
#B2BBuyer
Industry experts/analysts
Peers/colleagues
Websearch
Early Stage - AwarenessWhat were the first three resources that informed you about the solution in question, in order of importance?
#B2BBuyer
Why were these sources most informative 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 recommendations of my peers and if the vendor website has enough educational material I can educate myself on the product/solution before I talk to the sales rep. And the sales rep in this particular case was not overly aggressive and took the time to listen to my needs and helped find the best solution to meet those needs.”
#B2BBuyer
Why were these sources most informative during your search?
“They help me sift through the process of the search and narrow the list of options. That way I can be more efficient on honing in on the best solution and finding out if it will support my initiatives.”
“Those sources gave us the best mix of ROI and technology information and case studies to help inform our decisions.”
“We had to collect options first, then learn about them, then get feedback from team of employees.”
#B2BBuyer
What was your timeline in taking the following steps in your research and buying process? (Conducted anonymous research on potential solutions)
1-3 Months
The Anonymous Shopper
Under 1 Month
3-6 Months
6-12 Months
Over 12 Months
#B2BBuyer
Consistency pays off in B2B AdvertisingAlways-on B2B advertisers see better results than discrete campaigns
29% increase in companies lifted 20% higher
CTR127% more website engagement
WEBSITE ACTIVITY BY COMPANY EXAMPLE DISCRETE CAMPAIGN
AVG. DROPOFF
-90% target account traffic
CAMPAIGN
#B2BBuyer
PRE HAND-RAISERank the importance of each of the following when you visit a vendor website to conduct research:
Search and navigation
tools
Thought leadership
content
Easy accessto content
Important No impact Unimportant
#B2BBuyer
PRE HAND-RAISERank the importance of each of the following when you visit a vendor website to conduct research:
Vendor-focused content
Easy accessto pricing and competitive information
Relevance of their website to
industry
Important No impact Unimportant
#B2BBuyer
Pre-Hand Raise: Website Personalization
#B2BBuyer
ADOBE’S VERTICAL FOCUS WITH TARGETED CONTENT, ACROSS MULTIPLE CHANNELS
Targeted Content by Vertical
1
Chat when it matters2
200% Increase in conversions (white paper downloads)
Increase in visitor-to-lead conversion with Chat
300%
#B2BBuyer
How many people were involved in the purchase process for recent B2B solutions?
1-3
Continued Complexity
4-6 7-10 10+
#B2BBuyer
What about your B2B purchasing process, if anything, has changed in the past year?
“Our buying process is more collaborative. The organization is interested in getting a full 360-degree perspective.”
“There is more information and data available to review on websites, which means we are less dependent on sales reps.”
#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 continued emphasis on the multi-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.”
#B2BBuyer
How has the number of team members usually involved in your B2B purchase process changed over the past year?
Continued Complexity
Increased Somewhat
Increased substantially
Decreased somewhat
Decreased substantially
Stayed the same
#B2BBuyer
What about your B2B purchasing process, if anything, has changed in the past year?
“Our buying committee weighs in on all major purchases.”
“I identify a challenge internally and seek out solutions to resolve them. Often I ask colleagues if they know any solutions, then research them online to see if their value and feature sets would solve my challenges.”
#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 collaboration via social media has magnified the relationship between companies.”
#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
#B2BBuyer
Did the winning vendor’s content have a significant impact on your buying decision?
Important No impact Unimportant
Triggers in the Decision Stage
#B2BBuyer
How many times did the winning vendor contact you with the following types of communications? (Content/Thought Leadership)
The Contact Formula
2-3 4-6 1 7-10 10+
#B2BBuyer
How many times did the winning vendor contact you with the following types of communications? (Sales Calls)
The Contact Formula
2-3 4-6 1 7-10 10+
#B2BBuyer
Account-Based RetargetingMake Buying Signals Actionable
Product page18 pageviews 7 unique visitors
About page10 pageviews 4 unique visitors
Home page5 pageviews3 unique visitors
Whitepaper26 pageviews10 unique visitors
Pricing page28 pageviews 6 unique visitors
PROGRAMMATICALLY TRIGGER ADS BASED ON COMPANY ACTIVITY
RETARGETED ADS
#B2BBuyer
Account-Based Intelligence for Sales
How is website engagement trending?
What content are they most interested in?
Are there any anomalous patterns?
#B2BBuyer
Results of Addressing B2B Buyer Habits
Sales Team Close Rate ACV Funnel Velocity
Enterprise +285% +35% +2%
Mid Market +166% +40% -20%
Advertising +57% +31% +65%
#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.”
“Reputation 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 questions. 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.”
#B2BBuyer
Q & A // Panelists
John DeringDirector of Marketing Programs Demandbase
Andrew GaffneyEditorDemand Gen Report
Thanks for attending this webinar!View this presentation on-demand at: http://dg-r.co/b2b-buyer-2015
top related