1. 2012
B2B
Buyer
Outlook
12
Tips
For
Sales
and
Marke6ng
To
Address
Changing
Buyer
Behavior
in
2012
B2BBuyer

2. Welcome
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Today’s
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#B2BBuyer
B2BBuyer

3. About
the
Survey
• High
tech/soJware/professional
services
largest
group,
also
included,
financial
services,
health
care,
telecom
• 33%
had
less
than
50
employees;
23%
had
750+
• Involved
in
a
B2B
purchase
$500
to
$1
billion
• Over
230
respondents
$250
million
to
$500
million
3.9%
6.5%
$1
billion
and
above
10.3%
$50
to
$250
million
35.5%
16.8%
$10
to
$50
million
27.1%
Below
$10
million
B2BBuyer

4. About
DemandGen
Report
-­‐ Launched
in
2007
to
track
best
prac6ces
in
lead
genera6on
-­‐ NewsleAer
has
grown
to
more
than
26,000
readers
-­‐ We
also
offer
a
menu
of
research
and
best
prac6ces
reports
-­‐ Audio/video
podcasts
at
DemandGenReport.com
@DG_Report
linkd.in/DG_Specialists
B2BBuyer

5. Today’s
Speakers
Andrew
Gaffney
Publisher
DemandGen
Report.com
MaA
West
VP
of
Marke1ng
Genius.com
B2BBuyer

6. 2012
B2B
Buyer
Outlook
Changing
Buyer
Behavior:
Challenges
&
OpportuniJes
1) Budgets
Are
A
Guide,
Not
A
Blueprint
2) Buyers
Want
to
Self-­‐Navigate
3) Conversa6on
Replaces
1-­‐Way
Monologue
4) Changing
Role
of
Sales
5) Desire
for
Interac6ve
6) Test
Drive/Demos
Key
7) Changing
Channels
8) Role
of
Social
Changing
(already)
9) Buyers
Expect
You
To
Keep
Pace
w/
Their
Journey
10) Looking
for
Ways
to
Mi6gate
Risk
11) Not
Just
About
Price
12) Size
Doesn't
MaAer—look
deeper
at
survey
results
vs.
SMBs
B2BBuyer

7. New
Reality
#1
Budgets
Are
A
Guide…not
a
blueprint
B2BBuyer

8. How would you describe the budgeting/approval process
for this recent solution purchase?
26.7%
Budget
for
project
was
approved
and
allocated
during
beginning
of
the
year
26.1%
Budget
was
allocated
as
part
of
a
larger
line
item
once
need
was
established
20.6%
Budget
was
determined
post
mul6ple
bids
15.8%
Budget
was
taken
from
another
line
item
aJer
need
was
established/clear
10.9%
Determined
poten6al
impact
through
other
adopters
and
built
a
business
B2BBuyer

9. New
Reality
#2
Buyers
Want
to
Self-­‐Navigate
B2BBuyer

10. StarJng
on
the
Web…
borrowing
from
consumer
experiences
B2BBuyer

11. New
Reality
#3
ConversaJon
Replaces
1-­‐Way
Monologue
B2BBuyer

12. How
was
your
first
point
of
contact
made
with
your
sales
representaJves?
I
chaAed
with
them
on
their
web
site
via
live
chat
They
contacted
me
cold
6.1%
6.7%
Other
46.1%
10.3%
I
called
them
directly
They
contacted
me
aJer
I
asked
for
further
informa6on
from
their
40.6%
web
site
B2BBuyer

13. New
Reality
#4
Changing
Role
of
Sales
B2BBuyer

14. At
what
point
the
buying
process
did
you
engage
with
sales
representaJves
from
soluJon
providers?
40.6%
AJer
internal
research
was
conducted
on
op6ons
AJer
preferred
list
of
vendors
was
established
23.6%
Immediately
when
research
began
21.2%
When
we
put
out
RFPs
6.7%
When
we
were
ready
to
nego6ate
terms
6.1%
Other
1.8%
B2BBuyer

15. New
Reality
#5
Desire
for
InteracJve
Increasing
B2BBuyer

16. Which
types
of
communicaJon/content
did
you
feel
were
most
helpful
in
supporJng
your
decision?
Vendor
Comparison
Analysis
57.6%
Case
studies
of
successful
implementa6ons
48.5%
Documents/Tools
that
supported
the
ROI
43%
jus6fica6on
for
the
project
White
papers
suppor6ng
the
business
case/ 26.1%
impact
of
the
solu6on
Other
7.3%
B2BBuyer

17. New
Reality
#6
Test
Drive/Demos
Key
B2BBuyer

18. In
the
later
stages
of
selecJng
a
vendor
and
rolling
out
the
product
or
soluJon,
which
tools
did
you
feel
were
most
helpful
in
supporJng
your
decision?
56.4%
56.4%
27.3%
23.6%
12.1%
12.1%
B2BBuyer

19. New
Reality
#7
Changing
Channels
Impact
Buying
Behavior
B2BBuyer

20. Which
resources
did
you
find
most
useful
in
the
early
stages
of
buying
process?
70.9%
44.2%
40.6%
34.5%
21.2%
10.3%
16.4%
B2BBuyer

21. New
Reality
#8
Role
of
Social
Changing
(already)
B2BBuyer

22. Social
Media
Usage
2011
65%
2010
35%
B2BBuyer

23. New
Reality
#9
Buyers
Expect
You
To
Keep
Pace
w/
Their
Journey
Do
you
feel
like
the
soluJon
provider
you
chose
provided
you
with
ample
content
to
help
you
navigate
through
each
stage
of
the
buying
process?
B2BBuyer

24. New
Reality
#10
Looking
for
Ways
to
MiJgate
Risk
B2BBuyer

25. Did
you
take
any
of
the
following
steps
to
help
ensure
the
product
or
soluJon
would
fit
your
company?
55.8%
Took
advantage
of
a
free
trial
to
use
the
product
before
purchasing
31.5%
Piloted
the
solu6on
in
one
department
or
division
before
rolling
out
across
company
23.6%
Brought
in
consultant/market
expert
to
help
with
the
solu6on
selec6on
and
rollout
13.9%
Other
B2BBuyer

26. For
what
reason
was
the
product
or
soluJon
implemented?
6.7%
Other
23.6%
Pilot
project
to
determine
impact
for
larger
expansion
69.7%
For
a
specific
department
B2BBuyer

27. New
Reality
#11
Despite
the
economy..
Not
Just
About
Price
B2BBuyer

28. Did
any
of
the
following
factors
lead
you
to
go
with
the
vendor
you
selected?
Willingness
to
meet
our
needs
on
pricing
and
terms
64.2%
Exper6se/helpfulness
of
sales
team
63%
References
from
exis6ng
clients
46.1%
Ability
to
try
product
before
buying
41.8%
Access
to
relevant
resources
and
content
at
each
stage
of
our
research
process
30.9%
Posi6ve
feedback
from
industry
consultants/analysts
29.1%
Other
4.2%
B2BBuyer

29. New
Reality
#12
Size
Doesn’t
Ma/er,
SMBs
Keeping
Pace
w/Enterprise
B2BBuyer

30. Q
&
A:
Please
Submit
Your
Ques6ons
1. Viewer Window 2. Control Panel
Type your question here
Today’s
TwiAer
Hashtag:
#B2BBuyer
B2BBuyer

31. Download
The
White
Paper
All
of
today’s
registrants
will
receive
the
new
white
paper
“The
New
BtoB
Path
To
Purchase”
along
with
the
on-­‐
demand
link
to
the
webinar.
B2BBuyer