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The Latest Shifts In B2B Buyer Behavior: New Trends And Real-World InsightsFrom The 2016 Research

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#B2BBuyer16Demand Gen Report: @DG_Report

Andrew Gaffney @agaffney

Demandbase: @Demandbase

John Dering: @D_Rang

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MODERATOR:Andrew GaffneyEditorial Director, Demand Gen Report

John DeringDirector, Marketing ProgramsDemandbase

@D_Rang

Panelists

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Complexity Compounds With Considered Purchases

Research Length And Detail Has Also Increased

Over 50% Cited An Increased Purchase Cycle Length

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Purchase Process Remains Long And Complex

How the Length Of The Purchase Cycle Has Changed

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More Time For Research

How The Purchase Process Has Changed

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“Due to the volume of new products and companies out there, it takes longer to complete the procurement process due to the additional research time.”

“With the ever growing list of software/technology we use, we need to make sure the new purchases work together and/or offer integration options.”

“We are seeing greater involvement from IT to account for vendor risk management evaluation—security requirements and risk analysis, largely.”

“Budget moved from marketing to IT so more people were involved in the packaging, pricing, etc.”

Complexity Compounds With Considered Purchases

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B2B Buying Becoming More CollaborativeVaried Sources And ROI Analysis Play A Larger Role In The Research Process

Number Of Team Members Involved In Purchase Decision

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B2B Buying Becoming More Collaborative

Roles Played In The Purchase Process

Importance of Buyer Committee Approval In Deciding Between A Set List Of Solution Providers

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B2B Buying Becoming More Collaborative

Departments Involved In Selecting B2B Solution Providers

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Job Function Targeting

IP Identification

B2B Business Profiles

Finance

Sales/Biz Dev

Marketing

Key Accounts andthe Buying Committee

IT/EngineeringHR/Legal

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“We see a higher degree of executive input, from direct involvement to encouraging team support.”

“Tighter budgets means we have to be certain the purchase will pay off in terms of results, not only ROI in $, but in ease of use/deployment and overall time savings.”

“There is more at stake so we need to vet vendors more thoroughly. More research is needed. More trials, proofs of concept, references, etc.”

“Certain influencers have more power, but the end decisions remain shockingly centralized.”

B2B Buying Becoming More Collaborative

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More Participation By Company Execs

“Budget restrictions and requirement to show a potential for ROI (or else risk job loss) makes selecting B2B solutions a high-stakes process for involved parties.”

“As our company has matured and new executives have come in to influence the high growth of the company, we are getting more disciplined on how we review and impact our ROI.”

“[The] organization is more budget conscious and thus there is more executive involvement in the decision-making process.”

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Navigating The New Purchase Process

Top Information Sources For B2B Buyers

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Adapting To The New Stages of the Purchase Process

Time Spent Conducting Anonymous Research

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Personalization Is Crucial For The Website ExperienceWhat Buyers Conducting Research Seek From Vendor Websites:

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Adapting To The New Stages of the Purchase Process

Did Winning Vendor Content Have A Significant Impact On The Buying Decision?

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Marketing with Anonymous Insights

Prioritize marketing campaigns based on known & anonymous buying signals

Score Leads for top accounts even if activity is anonymous

Organize non-account specific leads into accounts and append account data to records

Account-Based Marketing

Automation

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Anonymous Account-Based IntelligenceGiving sales the power to know and act now

• How is website engagement trending?

• What content are they mostinterested in?

• Are there any anonymous patterns?

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Buyers Expect A Personalized, Knowledgeable Experience

Top 4 Reasons Why Buyers Chose The Winning Vendor

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Buyers Want Fast And Easy Service And Implementation

What Buyers Value Most

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Vmware Targets Team with ABMAttract competitor customers

73% 56% Increased engagement Net New Companies

Engage competitor customers

Engaged more product pages Increased multiple asset engagement

75% 90% Convert competitor customer to VMware customers

Highest Engaged Companies

Converted

55% 62% Increase in SAL

faster

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John DeringDirector, Marketing ProgramsDemandbase

@D_Rang

Q&A / Panelists MODERATOR:Andrew GaffneyEditorial Director, Demand Gen Report

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Available in Today’s Resource List

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MORE TO COME: July is Lead LifeCycle Month!

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