B2B Buyers: Hot Trends

in 2016

© Primary Intelligence, Inc. 2016

Connie Schlosberg

Digital Marketing SpecialistPrimary Intelligence

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Chat function• #B2BTrends2016

Carolyn Galvin

Director of Industry InsightsPrimary Intelligence

Hot

The buying process will happen (mostly) without you

Buyers expect B2C excellence from B2B vendors

Firms with effective Personas and Journey Mapping will surge ahead

The buying process will happen (mostly) without you

“Business technology buyers complete more than half of their evaluation process before contacting sales, and they seek opinions from other users ahead of vendors and analysts.” – Pragmatic Marketing

“57% of buying activities are complete before sellers are involved.” – CEB Global

“Up to 90% of the buying process in B2B may be completed before a business makes a sales call.” – Forrester

The buying process will happen (mostly) without you

• Put your best “digital face” forward.

• Tightly integrate Sales & Marketing.

• Ensure multi-channel presence.

“Highly aligned B2B organizations achieve 19% faster revenue growth and 15% higher profitability.”

– SiriusDecisions

Buyers expect B2C excellence from B2B vendors

“Online B2B sellers recognize that the customer experience in a B2B environment is just as important as the customer experience for B2C.” –PracticalEcommerce

“The consumerization of IT is dramatically transforming the traditional ways companies sell products and services to other businesses and consumers. It’s no longer business-to-business or business-to-consumer. It’s business-to-everyone.” – Avanade

Buyers expect B2C excellence from B2B vendors

• Ensure systems are mobile-ready, customer focused, and include automated, self-service functionality.

“A B2B customer will regularly use six different channels throughout the decision journey, and almost 65% will come away from it frustrated by inconsistent experiences.”

– McKinsey & Company

Firms with effective Personas and Journey Mapping will surge ahead

“Firms are recognizing how customer experience can be a driver of both business differentiation and profitability.” – Circle S Studio

“Personas put a face on the user – a memorable, engaging, and actionable image that serves as a design target.” – Tamara Adlin, President, Adlin, Inc.

Firms with effective Personas and Journey Mapping will surge ahead

• Engage in Persona building to identify and characterize typical customers.

• Use Journey Mapping to offer consistent, positive customer experiences.

“Customers jump through multiple channels when interacting with you. The complex nature of their non-linear journey means there could be more than one journey your customers take. Mapping out customer paths from the first interaction to the last will show if customers are achieving their goals in each stage.”

– Kushal Dev, Co-founder, Customer Guru

Questions?Carolyn GalvinDirector of Industry InsightsEmail: cgalvin@primary-intel.comPhone: 385-351-6593

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