Category: B2B Buying Process
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The role of millennials in B2B buying decisions, and their distinctive attitudes and behaviors as business buyers have become major topics of interest for B2B marketing and sales professionals over the past five years. Since 2014, numerous research studies – including studies by the IBM Institute for Business Value, Google/Millward Brown Digital, Merit, and Heinz…
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Recently, it’s become popular to downplay the differences between B2B and B2C marketing. Some industry analysts and commentators have forcefully argued that all marketing should be viewed as “business-to-human,” “human-to-human,” or something similar. It’s certainly accurate to say that virtually all forms of marketing involve the communication of messages to human beings. It’s equally true…
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B2B purchases come in all shapes and sizes, and B2B buying decisions are made under a wide variety of circumstances. The context of a buying decision includes – among other things – the cost of the product or service, the complexity of the product or service, how familiar the buyers are with the product or…
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Demand Gen Report recently published the findings of its eighth annual B2B Buyers Survey. The 2019 survey received responses from more than 250 B2B executives representing a variety of industry verticals. Fifty-four percent of the respondents said they predominantly made software/technology purchases. Another 19% said they primarily purchase IT hardware. So about three-fourths (73%) of…
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(The following is a post I published about two years ago. Since then, the number of people in the average B2B buying group has increased, and buying cycles are getting longer. New research by the Aberdeen Group explains why long buying cycles are still a fact of life for B2B marketing and sales professionals.)The Original…
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TrustRadius recently published The 2019 B2B Buying Disconnect report, which provides several important insights regarding the sale and purchase of B2B technology solutions. The report is based on a survey of 712 individuals who played a key role in a significant business technology purchase during the preceding year, and on a survey of 229 individuals…
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The stereotypical image we have of B2B buying is that it involves expensive and/or complex products or services, large buying groups, and long buying cycles. But in reality, many B2B companies derive substantial revenue and profit from other types of sales. That’s why defining relevant buying scenarios should be an integral part of your go-to-market…
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The conventional wisdom is that B2B buying decisions are made by buying groups that must reach a consensus. New research says the conventional wisdom may be wrong. A recent study sponsored by DiscoverOrg and conducted by Steve W. Martin provides several interesting insights regarding the attitudes and behaviors of business buyers, and argues that B2B…