panel debate 2016 buying behaviour
TRANSCRIPT
B2B Buyer
Behaviour
Co-FounderJames Foulkes From Grimsby
About me
Founded in 1997 Media agnostic International
Tech specialists Transparent Accountable
About Kingpin
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Kingpin in Numbers2016 to Date
Countries delivered in
26 IMPRESSIO
NS
112,289,897 345,98
6
ENGAGEMENTS
60,229Marketing
Qualified Leads
54,615CONVERSIONS 23,17
5
Sales Qualified Leads
Global Reach Digital, Print, Search, eMarketing
Clicks, Views, Shares, Likes & Follows
One to one
interactions with
34,110 individual
s
Conversations & Events
Trials, Registrations, Sign Ups
Responses, Downloads & Profiles
Opportunities & Pipeline
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Meet the research:Kingpin:• Tech marketing report (UK, FR, DE)• Ongoing snapshot research (European)
IDG: • Customer engagement study 2016 (Global)• The customer centric content marketing study (EMEA)
CEB:• The customer challenge (Global)
CMI:• B2B Content marketing trends (North America)
Techtarget:• European media consumption report (European)• IT Priorities (European)
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Benelux and Eastern Europe lead spending growth plans
European IT Budgets
FranceSpain + Por-tugal
UK & IItalyDACHNordicsEastern Eu-rope
Benelux
2.9%2.9%3.2%3.2%3.4%
3.9%4.0%
4.6%
6
GDPR Ready?
25th May 2018
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What is GDPRAs of May 2018, the EU General Data Protection laws will be changing. This will have a massive impact on your marketing data, both strategically and in terms of what you can achieve.
Before the GDPR was proposed in January 2012 by the European Commission and approved by the European Parliament in April 2016, we operated under the Data Protection Directive. This allowed B2B marketers to work with a “soft” opt-in approach.
The main changes apply around consent that individual has given the advertiser / data owner for future contact. This removes the “opt-out” element we currently adhere to, and now needs a specific “opt-in”.
This consent should be “unbundled” and clearly laid out in simple terms what the individual will be receiving.
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CEB: The Average B2B decision making group includes 5.4 buyers
CEB – The Challenger Customer - 2015
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<1,000 employees
>1,000 employees
Average number of decision makers involved in enterprise IT purchase decisions today
35%Increased
10%Decreased
55%No change
1/3rd of companies report buying teams have grown over the last 2 years
Trend that is more prevalent at large organisations and in verticals like financial services where nearly 50% report IT buying teams have grown in size over the last 2 years.
Enterprise IT refers to the concept of information technology (IT) resources (hardware, software, services) and data that are shared across the entire organization and often has greater requirements for availability, compatibility, reliability, scalability, performance and security, among other things.
IT buying teams are growing in size and complexity
Source:Q4. Please estimate the total number of people (including yourself), on average, involved in influencing a typical enterprise technology purchase within your organisation TODAY? Q3. Has the number of decision makers typically involved in enterprise IT purchase decisions for your organisation changed over the last 2 years? Base: 261 qualified respondents
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Example – Company A
FY1 Q1 FY1 Q2 FY1 Q3 FY1 Q4 FY2 Q1 FY2 Q20
2
4
6
8
10
12
14
Asset Download Event Reg
Before the UK deal closed there were 29 engagements, from 26 individuals over 18 months.
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Kingpin - The tech buyer journey – who kicks it off?
Who identifies an IT need within your company?
Don’t just focus on C-Suite
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The Kingpin Phone System….
FAILED!
• James Foulkes – Co Founder• Samantha Maskell – Finance Manager• Darren Cyrus – Operations Director• TAM – Support Company
Event: Team formed:
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What happened?:
Spoke to support company
Spoke to phone line provider
Spoke to mobile phone re-seller
Engaged with Peer groups
Early Discovery Main Research
Emails received
Read WP’s (mainly vendor and independent)
Consulted heavily with phone line provider
Actively received/engaged with phone calls
Shortlisting
Picked 3 orgs
Went to 1x Event
Visited supplier/reseller sites
Consulted heavily with the 3 orgs and with our TAM
Decision?
Phone lineprovider
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0%
15%
30%
45%
60%
75%
90%
14%
73%
10%
3%
19%
72%
8%
1%
19%
68%
11%
2%
23%
53%
19%
5%
15%
60%
15%
10%
DACH France Spain United Kingdom Rest of Europe
Which of the following best describes your company's relationship with the vendor selected for your last IT purchase?
High Propensity to work with incumbent Vendor…
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… but buyers will often engage with unfamiliar vendors
-20%
0%
20%
40%
60%
18%
38%
16%
28%
23%
43%
17% 17%
22%
56%
15%
7%
20%
42%
9%
29%27%
44%
20%
9%
While conducting your research for your last IT purchase, which of the following best describes your interaction(s) with a vendor/reseller you were not previously familiar with?
DACH France Spain United Kingdom Rest of Europe
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Kingpin - Researching a vendor - sources
Direct vendor contact
7.5
Vendor Websites
6.9
ReviewSites6.5
Direct vendor contact
7.9
Direct vendor contact
7.6
CaseStudies
6.7
PartnerRecommen
-dations6.6
CaseStudies
7.3
Search engines
8.4
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Kingpin - The Channel
Kingpin Tech Buyers Research - 2015
Although Vendor engagement is preferred, the Partners are still key – especially in Germany
10% said no preference
10% said no preference
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Kingpin - The Channel
UK
France
Germany
49%
70%
30%
51%
30%
70%
Yes No
Do you purchase your business critical applications and services via an outsourced partner?
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Kingpin - When researching IT solutions, vendor content is vital…..
D irect cont a ct wit h vendor
Sea r ch Eng ine
Vendor Websit es
Ca se St udies
Cha nnel/Out sour ced pa rt ner recommenda tion
R eviews/recommenda ti on sit es
Peer Gr oup
I T Publica ti ons Onl ine
Ema i l
I T Publica ti ons Pr int
Event s
Whit epa per s
Forums/Peer g roup onl ine communities
Spec ia l ist blog g ers
Soc ia l Media Sea rch – T witter , Expert s E xcha ng e, L inkedI N et c
7.50
6.55
6.87
6.37
6.54
6.54
6.56
6.15
6.02
5.88
6.06
5.93
6.17
5.54
5.31
7.63
8.37
7.25
7.33
7.21
6.22
5.72
5.44
4.67
4.25
3.85
4.41
4.15
3.81
2.89
7.86
5.9
6.52
6.74
6.58
6.26
5.86
6.44
6.14
6.44
6.54
6.1
6.02
5.56
5.42
UK France Germany
Direct content
Recommendation
Marketing content / Paid Media
Social Media
Kingpin Tech Buyers Research
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Kingpin - What type of content is preferred during the buying cycle?
WHITEPAPERS17%
WEBINARS23%
CASESTUDIES13%
INFOGRAPHICS3%
VIDEO CASESTUDY
4%
A MIXTURE34%
Kingpin Tech Buyers Research
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Chart term definitions: A top performer (aka, “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful. The “least successful” characterize their organization’s approach as minimally or not at all successful.
Source: 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Recent research shows link between strategy and higher levels of effectiveness
Most Successful
All Respondents
Least Successful
Organisation is clear on what an effective or successful content marketing program looks like 81% 41% 14%
Organisation is extremely/very committed to content marketing 91% 63% 35%
Describes organisation’s content marketing maturity as sophisticated/mature 72% 28% 29%
Has a documented content marketing strategy 61% 37% 13%
This year’s B2B Content Marketing Top Performers at-a-glance
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Fewer than 4 out of 10 marketers have a documented content marketing strategy
Yes, and it is documented, 37%
Yes, but it is not doc-umented, 41%
No, 21%
Percentage of B2B marketers who have a Content Marketing Strategy
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Number of assets typically viewed ordownloaded to aid in the purchase process
10+ assets, 29%
5-9 assets, 34%
<5 assets, 29%
Build a deep content library
Q13. Please estimate the total number of informational assets (i.e., white papers, webcasts, case studies) you typically view or download to aid you in the purchase process for enterprise IT purchases.
Exec IT9
Mid-level IT7
IT Pros10
1 2 3 4
5 6 7 8
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Which of the following characteristics are most important to you when downloading/viewing pieces of content to assist in the research for your IT purchase?
Relevancy is the key characteristic for buyers when evaluating content
25
0%
25%
50%
75%
100%
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How many vendors/solutions was your company considering for your IT purchase in the early, middle, and late stages of the researching and decision-making process?
DACH buyers are considering 2+ vendors in the early and middle stages
26
Early stage
Middle stage
Late stage
9%
17%
67%
48%
79%
32%
43%
4%
1%
1 vendor 2-3 vendors
4-7 vendors
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How many vendors/solutions was your company considering for your IT purchase in the early, middle, and late stages of the researching and decision-making process?
French buyers are considering 2+ vendors in the early and middle stages
27
Early stage
Middle stage
Late stage
10%
15%
63%
65%
78%
33%
25%
7%
4%
1 vendor 2-3 vendors
4-7 vendors
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How many vendors/solutions was your company considering for your IT purchase in the early, middle, and late stages of the researching and decision-making process?
UK buyers are considering 4+ vendors in the early stage of the process
28
Early stage
Middle stage
Late stage
11%
20%
67%
38%
73%
29%
51%
7%
4%
1 vendor 2-3 vendors
4-7 vendors
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1 Determine Business Need
2 Determine Technical Requirements
3 Evaluate Products & Services
4 Recommend & Select Vendors
5 Sell Internally
6 Approve &AuthorizePurchases
1 Feature article about trends, strategies, mgmt.
1 Interviews with tech experts
1 Product testing/ reviews/opinions
1 Product testing/ reviews/opinions
1 ROI tool, calculator, assessment tool
1 ROI tool, calculator, assessment tool
2 Case studies 2 Tech news 2 Product demo/ Product literature
2 Vendor presentations
2 Case studies 2 Interviews with tech experts
2 Tech news 3 Feature article about tech
3 Vendor presentations
3 Product demo/ Product literature
3 Analyst research
3 Product demo/Product literature
4 Feature article about tech
4 Product demo/ Product literature
4 Tech news 4 Peer presentations
4 Vendorpresentations
4 Vendor presentations
5 Analyst research; Interviews with tech experts
5 Product testing/ reviews/opinions
5 Case studies; 3rd party research; Forums/social media
5 Interviews with tech experts; 3rd party research
5 Product demo/ Product literature
5 Analystresearch
Informational needs shift during purchase process
Q9. When making enterprise IT purchases, which of the following types of information or content do you rely on most at each of the following stages of the purchase process for which you are involved? (Please check all that apply per column) Base: 261 qualified respondents
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1 Determine Business Need
2 Determine Technical Requirements
3 Evaluate Products & Services
4 Recommend & Select Vendors
5 Sell Internally
6 Approve &AuthorizePurchases
1 Feature article about trends, strategies, mgmt.
1 Interviews with tech experts
1 Product testing/ reviews/opinions
1 Product testing/ reviews/opinions
1 ROI tool, calculator, assessment tool
1 ROI tool, calculator, assessment tool
2 Case studies 2 Tech news 2 Product demo/ Product literature
2 Vendor presentations
2 Case studies 2 Interviews with tech experts
2 Tech news 3 Feature article about tech
3 Vendor presentations
3 Product demo/ Product literature
3 Analyst research
3 Product demo/Product literature
4 Feature article about tech
4 Product demo/ Product literature
4 Tech news 4 Peer presentations
4 Vendorpresentations
4 Vendor presentations
5 Analyst research; Interviews with tech experts
5 Product testing/ reviews/opinions
5 Case studies; 3rd party research; Forums/social media
5 Interviews with tech experts; 3rd party research
5 Product demo/ Product literature
5 Analystresearch
Informational needs shift during purchase process
Q9. When making enterprise IT purchases, which of the following types of information or content do you rely on most at each of the following stages of the purchase process for which you are involved? (Please check all that apply per column) Base: 261 qualified respondents
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• Forbes revealed that that 75% of executives questioned watch business related videos online every week.
• Of those, 65% visit the marketer’s website after viewing a video.
Too High?
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First-look product overviews
Tech news reports/live coverage of news events
How-to videos
Interactive video
Interviews with industry experts
Industry research/tech analyst reports
Webcasts/Web shows
In-depth product reviews
9
11
13
13
14
14
15
17
IN MINUTES
Attention span longer than expected for tech video content
Q15. What is the maximum desired length you prefer for the following types of technology-related content? (Please select one per row.)Base: 261 qualified respondents
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Sell to Europe?
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Kingpin - Follow up – Email for first touch
Kingpin Tech Buyers Research
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Kingpin - But don’t be afraid to call – talking matters
respondents agreed that telephone engagement was important to establish a relationship with a vendor.60%
Kingpin Tech Buyers Research
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I never provide an email address/do not register
for content
A personal email address used for both content registration
and nonwork-related tasks (e.g. emailing friends, sending pictures)
A personal email address created specifically for
content registration
A work email address
3%
10%
19%
68%
ITDMs Register with Work and Personal Email
Q. When registering for content used in the purchase process, do you typically provide… Q: How many personal email addresses have you created?
Source: 2016 IDG Enterprise Customer Engagement Research
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Kingpin - But understand your audience – not all calls are equal
Don’t call Germany in the afternoon
Swiss ITDMs like it in the morning
Italians prefer being addressed by their Title and Surname
In Spain they favour a conversational approach
Brits would rather you got straight to the point
Kingpin Tech Buyers Research
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Thank you