Social Media Affecting BtoB Buying Behavior
Credit: Intersection Consulting.
A new study from Connected Marketer and DemandGen Inside the Mind of the New BtoB Buyer reveals some very interesting shifts in the behavior of BtoB buyers.
Push vs Pull
Traditionally information and material about a product or service originated from the company, was evaluated by analysts and distributed by the sales reps. Now buyers have access to reviews and comparisons online. They are finding their informaion is many places. They are talking to their peers.
“The buyer is armed with even more information and leverage. Sales and marketing professionals need to recognize and embrace this in order to succeed in today’s market.”
The New Influences in the Buying Process
BtoB buyers are actively using social media in many steps along the path of the purchase-making decision. Companies involved in BtoB sales need to implement a social media strategy along with other marketing and sales tactics.
- 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
- 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
The Role of Content
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.” It’s important that you get your message out and that it can be found as they search at any point in the buying process. You need “skin in the game” and that content must be visible as your propective customer moves through all the possible sources of content.
- Search (SEO and SEM)
- Social Media and Social Bookmarking
- Forums
- Blogs
- Your Website
- Press
- Peers and Peer Groups
- Analysts
As the buyers’ behavior changes, so does the marketing process have to change. Social media is not only for BtoC. Publishing the right content and making sure it gets found in the right places is a vital BtoB strategy today.
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[...] Comments About the Author: Sally is the author of Website Content Strategy blog: Information about the shifts in media consumption and the use of technology in marketing and PR so business can stay in touch with their rapidly moving audiences. [...]
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Sally, this is nice, but it is skinny on the insights. Can you provide useful info on what one needs to do to really engage/sell/change (i.e. organisations’ behaviour/modus operandi) re B2B thru social media?
Thanks Sally, I love ya! )
Hi Craig
That’s a great idea for another blog post – I’ll work on that this week.
I like that you think. Thank you for share very much.
This a great point Sally. Business owners/exuctives are on social media juts like everyone else. They are consumers too. Would you suggest Thought Leadership content for B2B social media strategy?
I read about it some days ago in another blog and the main things that you mention here are very similar
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Hey, cool website. I actually came across this on Google, and I am happy I did. I will definately be revisiting here more often. Wish I could add to the post and bring a bit more to the table, but am just absorbing as much info as I can at the moment.
Thank You
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Wonderful post.