Panel Debate 2016 - Business Buyer Behaviour

Looking beyond language

Co-FounderJames Foulkes From Grimsby

About me

Founded in 1997 Media agnostic International

Tech specialists Transparent Accountable

About Kingpin

4 kingpincomms.comintelligently connecting audiences and tech brands

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


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)


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


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.


CEB: The Average B2B decision making group includes 5.4 buyers

CEB – The Challenger Customer - 2015


<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


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.


Kingpin - The tech buyer journey – who kicks it off?

Who identifies an IT need within your company?

Don’t just focus on C-Suite

13 kingpincomms.comintelligently connecting audiences and tech brands Kingpincomms.com

The Kingpin Phone System….

FAILED!

• James Foulkes – Co Founder• Samantha Maskell – Finance Manager• Darren Cyrus – Operations Director• TAM – Support Company

Event: Team formed:


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

Google

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


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…


… 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


Kingpin - Researching a vendor - sources

Direct vendor contact

7.5

Vendor Websites

6.9

ReviewSites6.5


7.9


7.6

CaseStudies

6.7

PartnerRecommen

-dations6.6

CaseStudies

7.3

Search engines

8.4


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


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?


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


Kingpin - What type of content is preferred during the buying cycle?

WHITEPAPERS17%

WEBINARS23%

CASESTUDIES13%

INFOGRAPHICS3%

VIDEO CASESTUDY

4%

A MIXTURE34%



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


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


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


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%


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



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%


4-7 vendors



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%


4-7 vendors


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 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 Product demo/ Product literature

3 Analyst research

3 Product demo/Product literature

4 Feature article about tech


4 Tech news 4 Peer presentations

4 Vendorpresentations


5 Analyst research; Interviews with tech experts


5 Case studies; 3rd party research; Forums/social media

5 Interviews with tech experts; 3rd party research


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


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





2 Case studies 2 Tech news 2 Product demo/ Product literature


2 Case studies 2 Interviews with tech experts

2 Tech news 3 Feature article about tech



3 Analyst research

3 Product demo/Product literature

4 Feature article about tech


4 Tech news 4 Peer presentations

4 Vendorpresentations


5 Analyst research; Interviews with tech experts


5 Case studies; 3rd party research; Forums/social media

5 Interviews with tech experts; 3rd party research


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

31 kingpincomms.comintelligently connecting audiences and tech brands 31


• 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?


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


Sell to Europe?


Kingpin - Follow up – Email for first touch



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%


37 kingpincomms.comintelligently connecting audiences and tech brands 37

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


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



Thank you

Panel Debate 2016 - Business Buyer Behaviour

Marketing

Transcript of Panel Debate 2016 - Business Buyer Behaviour