Three Trends You Can’t Ignore
Results from the ITSMA
How Buyers Consume Information Survey, 2012
Abbreviated Summary | December 2012
Julie Schwartz
Senior Vice President
Research and Thought Leadership
ITSMA
Dianne Kim
Research Associate
ITSMA
ITSMA Survey | 2012 How B2B Buyers Consume Information
Abbreviated Summary
Note: This abbreviated summary highlights some of the significant findings from
Three Trends You Can’t Ignore: Results from the ITSMA How Buyers Consume Information Survey,
2012. A more in-depth analysis can be found in the full report.
Last year’s ITSMA buyer research uncovered shocking revelations about changes in buyer behavior, most notably the
decline of traditional peer influence and the rise of the B2B social buyer. This year’s data confirms these two trends
and introduces a new one. Here are the three trends you can’t ignore:
1)
1
Solution providers are a credible and influential source of
information, even more so than peers.
2)
2
B2B social buyers and traditional buyers do consume
information differently.
3)
3
Contrary to popular belief, buyers rely on sales at all stages of the
buying process.
In our 2012 buyer research, ITSMA is seeing major shifts in buyer behavior and preference in information
consumption. More than ever, buyers are looking to many different sources to inform their decisions.
Read this report to find out how to most effectively reach and engage with today’s buyer.
© 2012 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
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ITSMA Survey | 2012 How B2B Buyers Consume Information
Last year’s study introduced the rise of
the B2B
social buyer, who uses
The B2B Social Buyer is a young executive
with clout
Age*
on social media and online communities
45–54
data provides more insight on the profile
They are young
senior executives
31
35–44
during the purchase process. This year’s
of the B2B social buyer.
51
18–34
Job Role*
with clout; for the most part they are
36
33
B2B Social Buyer
(N=139)
36
Traditional Buyer
(N=160)
14
73
IT
Business
51
27
under 40, are decision-makers, and
belong to the IT organization. They
Job Title*
spend more time consuming content
than their traditional counterparts and
proactive and empowered.
19
Director/Assistant VP
17
19
C-level, GM, President
the early stage of the buying process.
We are dealing with a new type of buyer:
Manager
VP/Senior VP/Head
are less likely to delegate research during
49
31
25
22
40
28
* Indicates a statistically significant difference. There were no significant differences
found by size of company, industry, or gender.
Source: ITSMA, How B2B Buyers Consume Information Study, 2012
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ITSMA Survey | 2012 How B2B Buyers Consume Information
The research results validate
that solution provider websites are now
the primary and source of information
for buyers during the early stages
of the buying process.
Buyers turn to solution provider
information sources first
What were the first three sources of
information you turned to when you began
your solution research? (Rank order 1st, 2nd, 3rd)
% of Respondents (N=299)
Technology or solution provider websites
36
Technology or solution provider subject matter experts
29
Web search
Many buyers turn first to solution
28
Technology or solution provider sales people
27
Peers/colleagues
27
provider resources before they seek
Industry analysts
counsel from their peers.
23
Management consultants
21
Industry events/trade shows
Peers, while still important as a
Focused online communities/social networks
17
Focused industry or trade media
source of referral, recommendations,
14
General business media
and references, are no longer
the best source of information.
19
13
Sourcing advisors
12
Universities, research institutes, think tanks
10
Local or national professional trade associations
9
Social media/networks
Blogs
8
6
1st
2nd
3rd
Note: Respondents were asked to rank order top three.
Source: ITSMA, How B2B Buyers Consume Information Study, 2012
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ITSMA Survey | 2012 How B2B Buyers Consume Information
At the same time the data shows
the decline in conventional peer
influence, we also see a rise in solution
provider credibility.
We see an elevation in
solution provider credibility
Which of the following sources of
information are most credible?
% of Respondents Rank in Top Three
Buyers endorse solution
Technology or solution provider subject matter experts
provider subject
Technology or solution provider websites
Industry analysts
matter experts (SMEs)
Management consultants
as the most credible source of
Technology or solution provider sales people
information during the
Peers/colleagues*
Web search
purchase process.
Focused industry/professional online communities
Solution provider
Industry events/trade shows
websites, and even sales people,
,Focused industry or trade media
Sourcing advisors
are also high on the list.
General business media
B2B Social Buyer Traditional Buyer
(N=139)
(N=160)
32
35
29
28
28
25
24
21
23
28
16
31
25
17
20
18
13
18
13
19
16
12
15
11
Traditional buyers are twice
Universities, research institutes, think tanks
16
15
Local or national professional trade associations 8
14
as likely to rank peers as a
Social media/networks*
2
17
credible source of information than are
Blogs 8
4
the B2B social buyers. But even the
Note: Up to three responses allowed; respondents were asked to rank order
traditional buyer find the solution
top three sources.
*Indicates a statistically significant difference.
Source: ITSMA, How B2B Buyers Consume Information Study, 2012
provider resources to be trustworthy!
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ITSMA Survey | 2012 How B2B Buyers Consume Information
Although both types of buyers are hungry
Marketers jobs are complex, they must
rebalance the marketing mix
for fact-based content and thought
Which information delivery channels or
formats do you typically prefer?
leadership, they differ when it comes to
% of Respondents
B2B Social Buyer Traditional Buyer
(N=139)
(N=160)
preferred delivery channels or formats.
Research reports
Social media*
Addressing the needs of both B2B social
and traditional buyers means
marketers must
re-balance the
marketing mix
Email newsletters*
In-person seminars/conferences/tradeshows*
Print journals/magazines
Virtual seminars/conferences/tradeshows*
Webinars
Sales calls or private briefings
Digital magazines
and do a bit of everything to meet
the information demands and preferences
of a bifurcated market.
Videos
Website copy
Blogs*
White papers
Brochures (hard copy)/datasheets
eBooks
Direct mail
RSS Feed or other newsfeeds
Podcasts
28
25
22
19
19
17
17
17
17
15
13
13
12
9
9
8
6
6
32
6
11
42
20
28
22
22
11
9
18
6
15
11
8
11
7
3
Note: Respondents were asked to rank order top three channels.
*Indicates a statistically significant difference.
Source: ITSMA, How B2B Buyers Consume Information Study, 2012
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Sales is being brought back to the
conversation
ITSMA Survey | 2012 How B2B Buyers Consume Information
Contrary to conventional wisdom,
70% of B2B technology solutions
buyers want to engage with
sales reps before they identify
their shortlist.
-ITSMA
buyers are no longer waiting longer
and longer to engage with sales. The
pendulum is swinging yet again and
sales is being invited to join
the conversation, at all
70%
stages of the buying process.
But there’s a catch!
24
23
24
Sales people are expected to
16
14
educate and provide new and
provocative perspectives on the
market and technology solutions.
Marketing must enable sales
to do thought leadership selling
and act as the “frontline” subject-
Stage 1.
Epiphany
Stage 2.
Awareness
Stage 3.
Interest
Stage 4.
Confidence
Stage 5.
Loyalty
Keeping up
with
industry/
technology
news and
events
Learning
more about
potential
solutions
and
solution
providers
Identifying
a shortlist
of solution
providers
Evaluating
and
selecting a
solution
provider/
Making the
final
decision
Building
ongoing
relationship
with
solution
provider
postpurchase
matter experts.
Source: ITSMA, How B2B Buyers Consume Information Study, 2012
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ITSMA Survey | 2012 How B2B Buyers Consume Information
Buyers want easy to find information and
access to solution provider SMEs
Buyer behavior is changing
at an accelerated pace and
Technology or solution provider
subject matter experts
marketers need to be at least one step
Technology or solution provider
websites
ahead of them, not constantly trying to
catch up. Marketers must leverage
solution provider credibility and give
29
Industry analysts
26
Technology or solution provider
sales people
26
24
Peers/colleagues
buyers what they want: Easy-to-find
quality information, access to SMEs,
34
Note: Respondents were asked to
rank order top three.
1st
2nd
3rd
and strong thought leadership,
via both marketing campaigns and sales
interactions, that educates
buyers and bolsters
their company’s
reputation as an
industry leader.
Source: ITSMA, How B2B Buyers Consume Information Study, 2012
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ITSMA Survey | 2012 How B2B Buyers Consume Information
Study
Methodology
In Fall 2012, ITSMA surveyed, via the Web, 299
business and IT executives from companies that
purchase business or technology solutions for
individual contracts over $500,000. These respondents
represented larger enterprises, with 47% having
$1 billion or more in annual revenue from four
different countries: US, UK, France, and Germany,.
Respondents were interviewed in the following vertical
markets:
Countries Represented
France
15%
US
57%
UK
15%
What is your company’s primary business?
% of Respondents (N=299)
24
 Manufacturing (Consumer/Industrial,
Process/discrete)
14
 Financial Services (Banking, Insurance
(except healthcare), and investments)
 Communications (Telecom, media, entertainment)
Other
Communications (telecom, media, entertainment)
19
Public sector/Healthcare
20
Financial Services (banking, insurance, and
investments)
22
Manufacturing (consumer/industrial,
process/discrete)
 Public sector/Healthcare
 Other (Retail/wholesale, transportation,
energy/utilities/oil/mining/gas, business services,
travel and hospitality, aerospace/defense)
Germany
13%
% of Respondents
(N=299)
Note: Other includes, retail/wholesale, transportation, energy/utilities/oil/mining/gas,
business services, travel and hospitality, aerospace/defense
Source: ITSMA, How B2B Buyers Consume Information Study, 2012
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ITSMA Survey | 2012 How B2B Buyers Consume Information
Respondent
Characteristics
Job Role
Are you a business or
IT professional?
% of Respondents (N=299)
Purchase Involvement
Which of the following best describes your
involvement with your organization’s purchase
of major technology solutions for individual
contracts over $500,000? % of Respondents (N=299)
Influencer: I provide
input to help the
evaluators and
decision makers 13
Evaluator:
I research potential 19
providers for inclusion
on the shortlist/I
evaluate the providers
on the shortlist and
select the best
solution
Decision maker:
I have budget
67 and/or final
sign-off
authority
Business
39%
IT
61%
Job Title
Which of the following most
closely describes your job title?
% of Respondents (N=299)
25
33
23
18
Manager
Director/
Assistant VP
VP/Senior
VP/Head
C-level, GM,
President
Source: ITSMA, How B2B Buyers Consume Information Study, 2012
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ITSMA Survey | 2012 How B2B Buyers Consume Information
Annual Revenue of Organizations
Represented
What is your
gender?
Approximately, what is your company’s annual
revenue? (or operating budget if government)
Female
24%
% of
Respondents
(N=299)
% of Respondents (N=299)
25
21
21
Male
76%
14
What is your age?
6
$100– $250–
249M 499M
$500–
999M
$1–
4.9B
$5–
9.9B
6
6
$10–
20B
Over
$20B
35
% of Respondents
(N=299)
34
20
6
5
18–24
25–34
35–44
45–54
55+
Source: ITSMA, How B2B Buyers Consume Information Study, 2012
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ITSMA Survey | 2012 How B2B Buyers Consume Information
Table of Contents for Three Trends You Can’t
Ignore: Results from the ITSMA How Buyers
Consume Information Survey, 2012
Want to learn more?
Here’s what’s included in the full study
Slide
Executive Summary
3
Detailed Findings
36
Respondent Demographics
36
Current Environment: Challenges, Budgets, and
Priorities
44
Buyer Behavior
50
Sources of Information
54
Solution Provider Websites
60
Social Media
65
Value of Sales
71
Solution Provider Selection Criteria
77
Crosstabs:
80
By Social Media Use
80
By Country
122
By Age
160
By Job Role
198
By Job Title
235
By Size of Company
273
By Industry
311
© 2012 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
For More Information
Julie Schwartz
Senior Vice President
Research and Thought Leadership
ITSMA
Email: [email protected]
Phone: +1-781-862-8500, Ext. 112
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