Download - B2B Buyer Behavior
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B2B Buyer Behavior
Research into the new preferences and expecta6ons of business buyers
Welcome Webinar A4endees
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#B2BBuyer
About Demand Gen Report
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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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