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Scoop.it!
In most companies, tech-buying committee includes members from non-technology functions (e.g., Finance, Sales, Marketing) as well as Millennials. See more from this LinkedIn Marketing research. 
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Scoop.it!
When evaluating B2B tech products or services, technology buyers value hands-on experiences, such as free trials, over marketing collateral from vendors. See this research summary for details.
Marteq's insight:
Excellent data.
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Scoop.it!
Buying triggers vary widely and are linked to your solution area. A security breach is a buying trigger for some. For others, a security breach of their competitors is the trigger. New management could be a buying trigger. An application hitting the end of its support cycle often triggers buying. A company investing in another product could be a trigger for your service (or maybe its a trigger for your service in about 12 months).
Marteq's insight:
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Scoop.it!
It probably comes as no surprise that the departments most involved in B2B purchase decisions varies by industry. Recently-released survey data from LinkedIn provides some insight as to the departments that wield the most influence, and those industries in which the greatest number of departments are involved.
Marteq's insight:
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Scoop.it!
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Marteq's insight:
And the action item? Have the right persona-fied content available at every point. Bring them along their own process.
Scoop.it!
Marteq's insight:
The third paragraph is most telling: only 6% are very trusting of vendor information. Combine this with the adjacent scoop where surveys are an excellent source of data, and you can see the value of independent information.
Scoop.it!
Digest... My big concern is that most journey maps focus on the needs of one buyer persona. But our research shows that B2B technology purchase decisions are made by teams. Fulfilling the journey of a single buyer may not get the job done.
If you think about, B2B Buying is a lot like The Wizard of Oz or other similar quest oriented stories. You have one lead character (the champion) who is the focus of the quest—without that person, there is not story. But she is joined by others on the journey. They want different things. While supporting the main character, they will also follow some different paths.
As a technology marketer and seller, it is crucial to understand all the players on buying teams and what decisions they are responsible for. You need to understand their buying process in detail. (If we had asked the right questions about what it takes to buy, we might have been able to address the approved vendor issue earlier in the process and helped our champion accelerate the process). There will be commonalities across customers, but some unique attributes for each one (everyone’s quest is a bit different). You should ask them what their buying process is. Then make sure you are addressing all of the sub-decisions that have to be made, by different people, to get to the final decision.
One good idea is to map the journey of the persona of your internal champion. That persona is the most invested in seeing the purchase move to completion. As part of their journey, they’ll want to understand and assist other’s in completing their work. You may find you then need to map the journeys of other key players, but the “champion map” becomes your lead.
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Marteq's insight:
Dear lord, this complicates matters! He's right: the persona of the lead is important, but it's the team that drives the decision. Mapping of the buying process, with all defined roles, is indeed critical.
Ann Windham's curator insight,
October 1, 2014 9:27 PM
#tradeshows #meetingprofs #eventprofs The Journey to B2B Technology Purchases – B2B Team Buying Thickens the Plot - Gartner |
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