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Research to Help You Get Input from Sales Channel Decision Makers Using Incentives

The Changing Face of B2B Marketing

  • 89% of B2B researchers use the internet during the B2B research process.
  • In 2014…18- to 34-year-olds accounted for almost half of all researchers, an increase of 70% [since 2012].


  • While 64% of the C-suite have final sign off, so do almost a quarter (24%) of the non-C-suite. What’s more, it’s the latter that has the most influence; 81% of non-C-suiters have a say in purchase decisions. Clearly, if you’re marketing only to the highest level, you’re overlooking the people who need to notice you.
  • Research shows that those involved in the B2B buying process are already 57% of the way down the path to a decision before they’ll actually perform an action on your site.
  • According to the study, 42% of researchers use a mobile device during the B2B purchasing process.

Does Your Marketing Influence B2B Decision-Makers?

  • Nearly every B2B professional surveyed in March 2015 by the International Data Corporation (IDC) trusted peers and colleages, and trust in independent content wasn’t far behind.
  • Respondents also noted a good amount of trust in vendor content on websites (81%), and even salespeople (73%) and vendor-sponsored content (67%).
  • Nearly two in five respondents said their professional network was the No. 1 most influential source at purchasing time.
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2 Frameworks to Help You Understand Every B2B Decision Making Unit

  • Think of the importance of your offering to the customer in two respects: the proportion of their budget they spend on the offering; and the level of strategic importance they place upon it.
  • Spend: If the customer spends less than 5% of their overall annual budget on your offer, classify this as ‘low’. Otherwise, classify their spend on your offer as ‘high’.
  • Strategic importance: If your offer is critical to the continuation of the customer’s operations and cannot be immediately replaced by an alternative, classify your offering as ‘high strategic importance’. Otherwise, classify it as ‘low strategic importance.’


Do you really understand how your business customers buy?

  • Many more influencers and decision makers are now involved in the purchasing process.
  • Funnel metrics kept track of what the sales force was up to and tallied daily win rates. The problem is that many of today’s customers no longer buy this way. Nor does the tracking approach shed much light on what drives purchases or cements loyalty.
  • Charting decision journeys by customer segment requires soliciting input from multiple sources and understanding the industry context.
  • After mapping five customer segments, one industrial OEM found that nearly 70 percent of its marketing dollars and sales efforts across them were not directed at what mattered most to customers