New B2B buying influences

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Doug Kessler

05. 03. 2010 | 1 min read

New B2B buying influences

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Just came across an excellent post by Matt West of Connected Marketer called A Glimpse Inside the Mind of the New B2B Buyer.  It’s based on a study done together with DemandGen Report into the new buying influences in B2B.

The data supports the trends we’re all seeing out there (buyer-driven purchase cycles, the role of content, social media and peer conversations) but it did surprise me how fast things are changing — some of the numbers are a lot higher than I’d have guessed, including:

New Influences in the Buying Process

  • 78% of buyers started with informal info gathering
  • 59% engaged with peers who addressed the challenge
  • 48% followed industry conversations on topic
  • 44% conducted anonymous research of a select group of vendors
  • 41% followed discussions to learn more about topic
  • 37% posted questions on social networking sites looking for suggestions/feedback
  • More than 20% connected directly with potential solution providers via social networking channels

Even better: almost 95% of recent purchasers said the solution provider they chose “provided them with ample content to help navigate through each stage of the buying process.”

Cancel that six-figure ad budget. Start generating killer content and spreading it across the web.

Published in:

  • B2B Content Marketing

  • b2b-marketing

  • social-media

  • Thought Leadership

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