buyers in context: key findings from the 2015 b2b buyer's survey
TRANSCRIPT
Buyers In Context: Key Findings From The 2015 B2B Buyer's Survey
#B2BBuyer
SPONSORED BY
#B2BBuyer
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Speakers
John Dering Director of MarkeKng Programs Demandbase
Andrew Gaffney Editor Demand Gen Report
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Breaking Down the Buyer Journey & Behavior By Stage • Awareness • Pre-‐ Hand Raise • SoluKon SelecKon Stage • Influencing The Decision Process • Dealing With B2B ComplexiKes
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Industry experts/analysts
Peers/ colleagues
Web search
Early Stage -‐ Awareness What were the first three resources that informed you about the soluKon in quesKon, in order of importance?
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Why were these sources most informaKve 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 recommenda@ons of my peers and if the vendor website has enough educa@onal material I can educate myself on the product/solu3on before I talk to the sales rep. And the sales rep in this par@cular case was not overly aggressive and took the @me to listen to my needs and helped find the best solu@on to meet those needs.”
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Why were these sources most informaKve during your search?
“They help me siC through the process of the search and narrow the list of op3ons. That way I can be more efficient on honing in on the best solu@on and finding out if it will support my ini@a@ves.”
“Those sources gave us the best mix of ROI and technology informa@on and case studies to help inform our decisions.”
“We had to collect op@ons first, then learn about them, then get feedback from team of employees.”
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What was your Kmeline in taking the following steps in your research and buying process? (Conducted anonymous research on potenGal soluGons)
1-‐3 Months
The Anonymous Shopper
Under 1 Month
3-‐6 Months
6-‐12 Months
Over 12 Months
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Consistency pays off in B2B AdverKsing Always-‐on B2B adverKsers see beBer results than discrete campaigns
29% increase in companies lifed 20% higher
CTR 127% more website engagement
WEBSITE ACTIVITY BY COMPANY EXAMPLE DISCRETE CAMPAIGN
AVG. DROPOFF
-90% target account traffic
CAMPAIGN
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PRE HAND-‐RAISE Rank the importance of each of the following when you visit a vendor website to conduct research:
Search and navigaKon
tools
Thought leadership content
Easy access to content
Important No impact Unimportant
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PRE HAND-‐RAISE Rank the importance of each of the following when you visit a vendor website to conduct research:
Vendor-‐focused content
Easy access to pricing and compeKKve informaKon
Relevance of their website to
industry
Important No impact Unimportant
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Pre-‐Hand Raise: Website PersonalizaGon
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ADOBE’S VERTICAL FOCUS WITH TARGETED CONTENT, ACROSS MULTIPLE CHANNELS
Targeted Content by VerGcal
1
Chat when it maRers 2
200% Increase in conversions (white paper downloads)
Increase in visitor-‐to-‐lead conversion with Chat
300%
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How many people were involved in the purchase process for recent B2B soluKons?
1-‐3
ConKnued Complexity
4-‐6 7-‐10 10+
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What about your B2B purchasing process, if anything, has changed in the past year?
“Our buying process is more collabora@ve. The organiza@on is interested in geJng a full 360-‐degree perspec@ve.”
“There is more informa@on 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 con@nued emphasis on the mul@-‐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?
ConKnued Complexity
Increased Somewhat
Increased substanKally
Decreased somewhat
Decreased substanKally
Stayed the same
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What about your B2B purchasing process, if anything, has changed in the past year?
“Our buying commiRee weighs in on all major purchases.”
“I iden@fy a challenge internally and seek out solu@ons to resolve them. OCen I ask colleagues if they know any solu@ons, 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 collabora@on via social media has magnified the rela@onship between companies.”
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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
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Did the winning vendor’s content have a significant impact on your buying decision?
Important No impact Unimportant
Triggers in the Decision Stage
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How many Kmes did the winning vendor contact you with the following types of communicaKons? (Content/Thought Leadership)
The Contact Formula
2-‐3 4-‐6 1 7-‐10 10+
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How many Kmes did the winning vendor contact you with the following types of communicaKons? (Sales Calls)
The Contact Formula
2-‐3 4-‐6 1 7-‐10 10+
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Account-‐Based RetargeGng Make Buying Signals AcKonable
Product page 18 pageviews 7 unique visitors
About page 10 pageviews 4 unique visitors
Home page 5 pageviews 3 unique visitors
Whitepaper 26 pageviews 10 unique visitors
Pricing page 28 pageviews 6 unique visitors
PROGRAMMATICALLY TRIGGER ADS BASED ON COMPANY ACTIVITY
RETARGETED ADS
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Account-‐Based Intelligence for Sales
§ How is website engagement trending?
§ What content are they most interested in?
§ Are there any anomalous paRerns?
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Results of Addressing B2B Buyer Habits
Sales Team Close Rate ACV Funnel Velocity
Enterprise +285% +35% +2%
Mid Market +166% +40% -‐20%
AdverGsing +57% +31% +65%
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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.”
“Reputa@on 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 ques@ons. 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.”
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Q & A // Panelists
John Dering Director of MarkeKng Programs Demandbase
Andrew Gaffney Editor Demand Gen Report
Thanks for aBending this webinar! View this presentaKon on-‐demand at: hRp://dg-‐r.co/b2b-‐buyer-‐2015