2019年B2B买家报告.pdf

2019 B2B Buyers Survey ReportResearch Shows Buying Committees Engaging And Rewarding Agility And Relevance Of Potential Solution ProvidersSURVEY REPORTSPONSORED BY83% of B2B buyers often accelerate or put purchase decisions on hold based changing business needs and/or priorities.Over the course of eight years, Demand Gen Reports annual B2B Buyers Survey has spotlighted the ever-changing needs and expectations of the different stakeholders in complex purchasing decisions. This year is no different, with the annual survey data showing that buyers are engaging earlier with sales and conducting many of the key steps in their path to purchase to support a more agile approach to selecting new solutions.The study, which surveyed more than 250 senior-level B2B executives, found that 83% often accelerate or put purchase decisions on hold based changing business needs and/or priorities. Of that number, 39% said that they “strongly agree” with that statement. While the survey ultimately supported that B2B buying cycles are still lengthy and involve several stakeholders, the increasing focus on agility in the process underscores the reality that buying journeys are not a linear, predictable funnel. The B2B executives surveyed strongly stated that solution providers need to make a first impression with ads and websites, but also be responsive at all stages and ensure they are in front of prospects at all points to create a streamlined buying experience.The research also showed that buyers are accelerating the time to engage with sales reps so they can make decisions as quickly or as slowly as desired. Introduction2019 B2B BUYERS SURVEY REPORT | 2Specifically: 42% said that they spoke to and engaged with reps from the vendor in the first month, compared to 33% in 2018; 33% accepted outreach from vendors for calls and demos in the first month, compared to 23% in 2018; and 25% sought RFP, competitive bids and/or pricing information from vendors in the first month, compared to 20% in 2018.These findings indicate that a growing number of buyers are no longer looking to remain anonymous in the early days of researching a process, but are instead seeing more value in bringing in sales reps early on to facilitate the journey. This is intriguing compared to past years data, in which most buyers desired to remain anonymous in the early stages of a decision and did not engage with sales until they were ready to buy. For example, 71% of buyers said they conducted anonymous research during the first three months back in 2017. In addition to engaging sales earlier, the study found buyers are also developing a growing reliance on peers, current users and review websites. Close to two-thirds (61%) said they agree that they rely more on peer recommendations and review sites, with 35% that said they sought input from peers and existing customers within the first month. Another 37% said they sought input from peers between one and three months.2019 B2B BUYERS SURVEY REPORT | 3With many hands involved in the purchase decision earlier in the customer journey, the value of detailed content and resources continues to rise. The majority (73%) of respondents agree that they are relying on more sources to research and evaluate purchases. This is particularly important to content obtained via company websites and advertising, as these are two of the first channels in which buyers often engage with brands. Our research found that: More than two-thirds (68%) said they notice ads from the solution provider they chose during the research process; and Of those who noticed the winning vendors ads, 37% of them said those ads positively impacted their view of the company.Ultimately, the research shows that having the right content and resources is helping sales reps have deeper conversations earlier in the purchase journey. Almost all (97%) of respondents said that sales reps who demonstrated a stronger knowledge of their needs was important to them, with 66% saying it was very important. This report will provide a deeper look into B2B buyer needs, priorities and expectations, including: How buyer expectations for quicker engagement impact the sales funnel; The importance of first-contact channels, such as websites and advertising in the B2B purchase cycle; How a stronger necessity for ROI analysis requires vendors to have a steady stream of reliable resources to fuel buying decisions; and How knowledgeable sales reps are helping further educate and accelerate purchase decisions.2019 B2B BUYERS SURVEY REPORT | 42019 B2B BUYERS SURVEY REPORT | 5Please rate how each of the following aspects of your purchase process have changed over the past year:Strongly Agree Somewhat AgreeWe now have formal buying groups or buying committees in place to review potential purchasesPurchase decisions are often accelerated or put on hold based on changing business needs/prioritiesWe use more sources to research and evaluate purchasesWe spend more time researching purchasesWe rely more on peer recommendations/review sitesWe conduct a more detailed ROI analysis before making a final decision35%30%44%35%39%37%38%39%38%36%24%36%35% of buyers sought input from peers and existing users within the first month of the purchase process.While the overall sales cycle in B2B continues to stretch in many cases, the research showed B2B buyers are continuing to make key decisions earlier in the buying process. The study shows that 42% of respondents spoke to and engaged with reps from the selected vendor in under a month, compared to 33% in 2018. Another 30% said they spoke to sales reps within one to three months.The study also found that 70% of buyers accepted a call or demo from a vendor within the first three months, while another 70% evaluated which solutions would fit well with existing partners in the first three months. This signals that sales reps are having a bigger impact on the early stages of the customer journey compared to traditional practices of marketing handing off leads to sales.Other notable findings include: 35% sought input from peers and existing users within the first month of the purchase process; 25% sought RFP/competitive bids and pricing info from a select list of vendors in under one month, compared to 19% in 2018; and 32% brought team members into the research process in the first month, compared to 25% in 2018.Time To Engagement Moving Up In The Buying Cycle2019 B2B BUYERS SURVEY REPORT | 62019 B2B BUYERS SURVEY REPORT | 7What was your timeline for taking the following steps in your buying process?Spoke to and engaged with a sales representative from the vendor I selectedDeveloped informal list of potential providersBrought in other team members to help with research processSought input from industry analysts/consultantsAccepted outreach from vendors and engaged in calls/demosConducted anonymous research on potential solutionsCollected preliminary information on pricing/costsEvaluated which solutions would fit well with existing partnersSought input from peers/existing users in the communitySought RFP/competitive bids/pricing info from a select list of providersUnder 1 Month 1-3 Months 3-6 Months 6-12 MonthsMore Than 12 Months42%34%32%28%33%28%36%29%35%25%30%37%41%35%37%45%42%41%37%38%20%22%13%15%19%17%14%20%11%18%5%4%5%7%4%7%5%5%7%6%1%1%1%1%1%1%2%1%1%2%68% of respondents said they notice ads from the solution provider they chose during the research process.With B2B buyers moving at their desired pace through the sales funnel, first points of contact have become critical to ensuring deals dont hit any roadblocks. This years survey data shows that buyers are continuing to stress the importance of website experience and the influence of display advertising in their decision-making process. More than two-thirds (68%) said they notice ads from the solution provider they chose during the research process. Of them, 37% said those ads positively impacted their view of the company. Ultimately, only 5% were not sure whether they saw ads from their selected vendor.A little more than a quarter (27%) said their selected vendors ads did not change their perception, signaling that there is still room for refinement in how B2B companies target, message and engage prospective customers via display advertising.Vendor websites have also been an invaluable source for buyers as they research purchase decisions. Websites continue to be one of the top resources that informed buyers about a solution year over year. Close to half (48%) said it was one of their first three resources utilized.Advertising, Websites Continue To Play Key Role In Helping Engage 96% said that it was important to them that the vendor websites spoke directly to the needs of their industry and demonstrated expertise in their area 61% considered this very important; and 97% said that it was important to them that vendor websites offered easy access to content (i.e. no gates or minimal gates) 56% considered this very important.This data indicates that B2B companies must ensure that the content, messaging and accessibility of information on their website is continuously on point, or buyers will not waste time looking for deeper engagement with that brand.2019 B2B BUYERS SURVEY REPORT | 92019 B2B BUYERS SURVEY REPORT | 10Did you notice ads from the solution provider you chose presented during your research process? If so, did they influence your perception of that brand?37% 31% 28%Yes, but it did not change our perceptionYes, and it positively impacted our view of themNo, we did not notice their presence via online ads