5. Lunch is on us!
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• Look for an email from corporatesupport@grubhub.com with
a subject line of “Set a password for your new GrubHub
account.
• Credit expires one week after it was issued.
6. How are we doing?
#bii21
Questions, Resources, & Survey
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feedback
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questions
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today’s
resources
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sessions
8. #bii21
Key Data Points From New 2021
B2B Buyer Behavior Research
• Buying Journeys Continuing To Grow in Complexity
• Formal Buying Teams The New Norm, With Number of Stakeholders
Expanding
• While Average Deal Cycles Are Stretching, Some Buyers Are Accelerating
Timelines And Stressing Need For Speed
• All Buyers Expecting Timely And Customized Answers To Their Unique
Questions And Needs… At All Stages of The Journey.
9. #bii21
The Journey is Changing & Agile
55% of buyers say the length of their purchase timeline increased
compared to a year ago (21% say it increased significantly)
20% of buyers have had
delay purchases due to
budget freezes
Conversely 33% have escalated
some purchases due to changing
business needs
23% say they are looking
for more hands-on
attention/ engagement
from solution providers
13. #bii21
Shifts in the Purchase Process
68% of buyers have
formal buying
groups/committees in
place to review
potential purchases
(19% say this is a recently
added process)
88% say purchase
decisions are often
accelerated or put on
hold based on
changing business
needs/priorities
(23% say this is a newly
added process)
88% say they spend
more time researching
purchases
79% say the number
of team members
involved in the
purchase process has
increased
16. #bii21
Where Buyers Start the Journey
First 3 resources to inform the buying journey:
Web search
Vendor web sites
Peers/colleagues
56%
39%
35%
17. #bii21
The Things That Matter Most
Top Three Criteria When Visiting A Website
Easy access to relevant
content that speaks directly to
my company
Easy access to pricing and
competitive information
Speaks directly to and
demonstrates expertise
around needs of our industry
65%
65%
55%
19. #bii21
Ads Impact Awareness & Favorability
67% said they noticed ads from
the solution provider they chose
32% said the ads they noticed positively impacted their view of them
21. #bii21
Influences on Vendor Selection
Demonstrated
stronger knowledge
of our company
and its needs
Demonstrated
stronger knowledge
of solution area and
business landscape
Provided better mix
of content to
help us through
each stage
Provided
information that
was easy to
consume
Provided higher-
value content
Made it easier to
show ROI/build
business case
Top Reasons You Chose the Winning Vendor
65% 65%
55% 54% 53% 53%
23. #bii21
Behaviors Across the Buying Committee
Primary decision makers Internal influencers Researchers
All three stakeholders said that the first step of the buying
process was conducting anonymous research (41% overall)
How Behaviors Vary Across Specific Stakeholders:
STEP 1
24. #bii21
Behaviors Across the Buying Committee
Developing an informal list of
vendors and rounded out with
preliminary information on cost
(27% ranked this as the second
step they took on the journey)
• Easy access to relevant content that speaks directly to their company
(No. 1 for primary decision makers and internal influencers, No. 2 for researchers);
• Easy access to pricing and competitive information
(No. 1 for researchers, No. 2 for primary decision makers and internal influencers)
STEP 2 STEP 3 STEP 4 STEP 5
Collecting info on pricing,
cited by 21%
25% then brought
in other team
members to help with
selection process
49% said accepting
outreach from vendors
and engaging in demos
was their last step in
the journey
25. #bii21
Different Strokes for Different Folks
Primary decision makers waited until later in the journey
to bring in other team members, with 26% saying this
was the 5th step on their journey…compared to technical
buyers who listed this as their 2nd step on the journey.
Technical buyers were most likely to engage with sales reps early in the journey, with 21%
citing this as a first step, compared to only 18% of primary decision makers who expressed
willingness to do this early in the journey.
26. #bii21
Key Takeaways
Ø Stop Building Standard Drip/Nurture Programs For Prototypical Buyers
Ø Develop Strategies To Connect With Buying Teams…Speaking To Specific
Needs At Specific Stages Of The Journey
Ø Make The Journey Seamless And Customizable For Different Stakeholders
And Different Stages
Ø Stress Enablement And Orchestration (Both Internally and Externally),
Making It Easy For Buyers To Get The Answers They Need…Whether They
Are Self-Navigating Or Working With A Salesperson
27. #bii21
Q&A / Speakers
Tracy Kraft
VP of Revenue Marketing
Demandbase
Andrew Gaffney
Editorial Director
Demand Gen Report
28. #bii21
Register for more sessions now thru July 23rd!
Join Our Next Session:
Accelerate Pipeline Through The Power Of Data & Conversations
webinars.demandgenreport.com/buyer-insights-and-intelligence-series/2021/
Today, July 29th
1:00 PM ET