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The New Rules of B2B Engagement: Connecting
Outside the Funnel
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Speakers
Andrew GaffneyEditorDemandGen Report
Matt WestDirector of Marketing ProgramsGenius.com
C. Edward BriceSVP of Worldwide MarketingLumension Security
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New White Paper:
Breaking Out Of The Funnel
Download the new White Paper and take a look inside
the mind of the new generation BtoB buyer.
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Who Controls Engagement?
• Less than 10% of recent buyers were contacted cold by the solution provider
• More than 80% said they contacted the solution providerdirectly
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The New Path to Purchase
• Less than ¼ indicated budget was approved or allocated during the beginning of the year.
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New Paths To Purchase
• 33% of respondents indicated they determined “the potential impact through other adopters and built a business case for immediate adoption,” then received approval although the project was unbudgeted.
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The New Path To Purchase 23% indicated budget
was allocated after ROI was proven
13% said budget was determined after multiple bids were collected
9% indicated budget was taken from another line item.
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The New Decision-Making Process
48% utilized a wider variety of sources
48% took more time to research
36% did more detailed analysis of costs/ROI
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The New Decision-Making Process
30% had more internal team members provide input
27% relied more on live customer feedback & recommendations
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The New Influences
78% started with informal info gathering
59% engaged with peers who addressed the challenge
48% followed industry conversations on topic
44% conducted anonymous research of a select group of vendors
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The New Influences
41% followed discussions to learn more about topic
37% posted questions on social networking sites looking for suggestions/feedback
More than 20% connected directly with potential solution providers via social networking channels
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Connecting With The 2.0 Buyer
• Reaffirming the importance of the consultative sale, almost 95% of recent purchasers said the solution provider they chose “provided them with ample content to help navigate through each stage of the buying process.”
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New Rules of Engagement
• Nearly 80% of respondents indicated “timeliness of response” was an influential factor in selecting their vendor.
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Engaging The Unbudgeted
• ROI was less of a motivator among this group. Only 23% of unbudgeted buyers said they did more detailed analysis of costs/ROI, versus 36% of the total sample.
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The Power of Peers
• 76% engaged peers who had addressed the challenge; versus only 59% of the total sample;
• 55% conducted anonymous research of a select group of vendors; versus 44%;
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Executive Perspective
Among executive respondents:
• 90% started purchase with informal research around a business challenge
• 44% determined potential impact through other adopters/then built a case for immediate adoption
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Executive Perspective
• Use of social media was also more pronounced, with 69% of executives indicating they utilized social tools
• 39% indicated more team members are involved in the buying process when an executive is involved in a purchase
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Reaching the 2.0 Buyer
• 66% of respondents indicated the “consistent and relevant communication provided by both the sales and marketing organizations” was a key influence in choosing that company as their solution provider.
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The Post-Purchase Influence
• 59% said they shared learnings from their research and buying process with others. The forums they used included:
One on one discussions Blog postings Participated in discussion forums Tweeted about experience
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What Does This Mean to Marketers
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What Does This Look Like
Drive to Website
Convert via form
Nurture
Alert Rep of Buying Behavior
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Let’s See This In Action
Drive to Website
Convert via form
Nurture
Alert Rep of Buying Behavior
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New White Paper:
Breaking Out Of The Funnel
Download the new White Paper and take a look inside
the mind of the new generation BtoB buyer.
![Page 25: Marketing Automation: Lessons From The Trenches](https://reader033.vdocuments.site/reader033/viewer/2022042714/55585880d8b42a943b8b4dc2/html5/thumbnails/25.jpg)
Thank you for attendingtoday’s webinar!
For more information on these topics, please visit:
www.demandgenreport.comwww.Genius.comwww.theconnectedmarketer.com