Changes in it_security_buyer_behaviour
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Changes in IT security buyer behaviourJohn Bottom, Base One
22 November 2011
www.baseone.co.uk
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Let’s talk about research...
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Two important surveys:
The Buyersphere Report 2011
We asked 500 UK B2B buyers about the information channels they used
The Social Media Benchmark Report
We asked 248 B2B marketers how they used social media in order to engage buyers
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Two important surveys:
The Buyersphere Report 2011
We asked 500 UK B2B buyers about the information channels they used
The Social Media Benchmark Report
We asked 248 B2B marketers how they used social media in order to engage buyers
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>1,000 business buyers
Purchase over £20,000
Behaviour directly linked to purchase
www.baseone.co.uk
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How do buyers inform their purchases?
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Which information channels do B2B buyers use?
Source: B2B Marketing/Base 2011
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Which information channels do B2B buyers use?
Source: B2B Marketing/Base 2011
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Which information channels do B2B buyers use?
Source: B2B Marketing/Base 2011
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The Generation Gap
under 30s over 30s
BLOGS15%
FB18%
BLOGS5%
FB7%
Source: B2B Marketing/Base 2011
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2010 compared to 2011
Source: B2B Marketing/Base 2011
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A growing thirst for information
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A growing thirst for information
Social media is coming, but slowlyUse your website at all stages of the buying cycleSeparate “content” from “social media”
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A growing thirst for information
Source: B2B Marketing/Base 2011
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The changing world of live events
Source: B2B Marketing/Base 2011
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Think hard about the way
you use live events
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Digitisation of marketing tools
2000: Brochure Website
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Digitisation of marketing tools
2000: Brochure
2005: Direct mail
Website
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Digitisation of marketing tools
2000: Brochure
2005: Direct mail
2010: Event
Website
Webinar
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Influence v usage
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The data capture debate
Source: B2B Marketing/Base 2011
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More than half of buyers really don’t want to talk about themselves...
Lead gen v
brand build
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How do users share data?
Source: B2B Marketing/Base 2011
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Sharing information
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Sharing information
Don’t forget intranets
Or email
Think about formatting
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Attitudes towards social media
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Hate social media?
Love social media?
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Social media is here. Deal with it.
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Social Media Benchmark Survey
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Social Media Benchmark Survey
How are marketers responding to changing buyer behaviour?
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Are you using social media?
Source: B2B Marketing/Base 2011
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Do you have a social media strategy?
Source: B2B Marketing/Base 2011
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How do you decide on a social media strategy?
Source: B2B Marketing/Base 2011
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How do you prove ROI?
Source: B2B Marketing/Base 2011
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We’re doing all the easy thingsWe’re skimming the surface
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We’re doing all the easy thingsWe’re skimming the surface
If you want a competitive advantage, the opportunity is there NOW
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How is social media being used?
Source: B2B Marketing/Base 2011
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Community Platform
Juniper J-Central
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Community Platform
Juniper J-Central
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Community Platform
Juniper J-Central
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How is social media being used?
Source: B2B Marketing/Base 2011
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Beware the tumbleweed effect...
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The nightclub theory
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What are the biggest challenges?
Source: B2B Marketing/Base 2011
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What are the biggest challenges?
What percentage of your time do you spend on social media?
What percentage of your budget do you spend on social media?
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What are the biggest challenges?
Source: B2B Marketing/Base 2011
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The time/resource issue
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The time/resource issue
Centralised content
Structured plan
Hire content creators
Audit your expertise
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Conclusions
Separate ‘social media’ from ‘content’
Content is what buyers want. Social media is ONE OF the ways
they get it
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Conclusions
Centralise your content. It’s too time-consuming to do otherwise.
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Conclusions
Use issue-based content to make your website work harder.
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Conclusions
Think twice about data capture. Not everything is about lead
generation.
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Conclusions
Social media is growing.
But its effect is still minimal compared to website/SEO.
Are you going to be the pioneer?
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Download report from www.baseone.co.uk
linkedin: johnbottom