buyersphere 2012 - webcast slides

How your buyers are changing: the Buyersphere Report 2012 John Bottom, Base One Kate Thompson, McCallum Layton Joel Harrison, B2B Marketing [Chair]

So why should you spend the next 40 minutes us? Find out how your buyers are changing: How they use information to make purchase decisions Where they get information from How they use it at different stages of the buying cycle How influential different channels are How they share information with each other …and you’re the first to hear it

About the survey

Online survey 800 participants (500 UK, 100 Italy, 100 Germany, 100 France) B2B decision makers Involved in business purchase of over £20,000 during last 12 months

How do buyers inform their purchases?

How do buyers inform their purchases?

Which are the most useful sources?

What do you mean by word of mouth?

What about buyers of the future?

The Millennials are coming

The picture in 2022? 75%?

A growing thirst for information

2011 v 2012

The art of conversation

Information v conversation

Information v conversation

Are we getting bored of social media?

Decreasing usage of social media?

2011 v 2012

Stages in the buying process

Stages in the buying process

Stages in the buying process

Stages in the buying process

It’s good to share

Attitudes to sharing

Attitudes to sharing

European differences?

Main national differences (Data weighted to adjust for varying proportions of IT and younger respondents in each sample)

Do you do iContent?

Do you do iContent?

What have we learned?

Social media usage is down on last year

But arrival of Gen Y will more than compensate

What have we learned?

Word of mouth is still king

But Gen Y consider social media to be the same thing

What have we learned?

Buyers are hungry for information

They value real dialogue more than static content

What have we learned?

Different activities should be deployed for different stages of the buying process

People still print!

What have we learned?

Italian buyers use social media more than the French

Mobile apps are becoming

more relevant

Full report available in June at www.b2bmarketing.net

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www.baseone.co.uk