The New Rules of B2B Engagement: Connecting

Outside the Funnel

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Speakers

Andrew GaffneyEditorDemandGen Report

Matt WestDirector of Marketing ProgramsGenius.com

C. Edward BriceSVP of Worldwide MarketingLumension Security

New White Paper:

Breaking Out Of The Funnel

Download the new White Paper and take a look inside

the mind of the new generation BtoB buyer.

Who Controls Engagement?

• Less than 10% of recent buyers were contacted cold by the solution provider

• More than 80% said they contacted the solution providerdirectly

The New Path to Purchase

• Less than ¼ indicated budget was approved or allocated during the beginning of the year.

New Paths To Purchase

• 33% of respondents indicated they determined “the potential impact through other adopters and built a business case for immediate adoption,” then received approval although the project was unbudgeted.

The New Path To Purchase 23% indicated budget

was allocated after ROI was proven

13% said budget was determined after multiple bids were collected

9% indicated budget was taken from another line item.

The New Decision-Making Process

48% utilized a wider variety of sources

48% took more time to research

36% did more detailed analysis of costs/ROI

The New Decision-Making Process

30% had more internal team members provide input

27% relied more on live customer feedback & recommendations

The New Influences

78% 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

The New Influences

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

Connecting With The 2.0 Buyer

• Reaffirming the importance of the consultative sale, 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.”

New Rules of Engagement

• Nearly 80% of respondents indicated “timeliness of response” was an influential factor in selecting their vendor.

Engaging The Unbudgeted

• ROI was less of a motivator among this group. Only 23% of unbudgeted buyers said they did more detailed analysis of costs/ROI, versus 36% of the total sample.

The Power of Peers

• 76% engaged peers who had addressed the challenge; versus only 59% of the total sample;

• 55% conducted anonymous research of a select group of vendors; versus 44%;

Executive Perspective

Among executive respondents:

• 90% started purchase with informal research around a business challenge

• 44% determined potential impact through other adopters/then built a case for immediate adoption

Executive Perspective

• Use of social media was also more pronounced, with 69% of executives indicating they utilized social tools

• 39% indicated more team members are involved in the buying process when an executive is involved in a purchase

Reaching the 2.0 Buyer

• 66% of respondents indicated the “consistent and relevant communication provided by both the sales and marketing organizations” was a key influence in choosing that company as their solution provider.

The Post-Purchase Influence

• 59% said they shared learnings from their research and buying process with others. The forums they used included:

One on one discussions Blog postings Participated in discussion forums Tweeted about experience

What Does This Mean to Marketers

What Does This Look Like

Drive to Website

Convert via form

Nurture

Alert Rep of Buying Behavior

Let’s See This In Action

Drive to Website

Convert via form

Nurture

Alert Rep of Buying Behavior

New White Paper:

Breaking Out Of The Funnel

Download the new White Paper and take a look inside

the mind of the new generation BtoB buyer.

Thank you for attendingtoday’s webinar!

For more information on these topics, please visit:

www.demandgenreport.comwww.Genius.comwww.theconnectedmarketer.com