Changes in it_security_buyer_behaviour
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Presentation given in London in November 2011 by John Bottom of Base One at the IT Security Marketing Forum 2011.
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Changes in it_security_buyer_behaviour
- 1. Changes in IT security buyer behaviour John Bottom, Base One 22 November 2011 www.baseone.co.uk
- 3. Two important surveys: The Buyersphere Report 2011 We asked 500 UK B2B buyers about the information channels they used The Social Media Benchmark Report We asked 248 B2B marketers how they used social media in order to engage buyers
- 4. Two important surveys: The Buyersphere Report 2011 We asked 500 UK B2B buyers about the information channels they used The Social Media Benchmark Report We asked 248 B2B marketers how they used social media in order to engage buyers
- 6. >1,000 business buyers Purchase over £20,000 Behaviour directly linked to purchase www.baseone.co.uk
- 7. How do buyers inform their purchases?
- 8. Which information channels do B2B buyers use? Source: B2B Marketing/ Base 2011
- 9. Which information channels do B2B buyers use? Source: B2B Marketing/ Base 2011
- 10. Which information channels do B2B buyers use? Source: B2B Marketing/ Base 2011
- 11. The Generation Gap FB BLOGS 18% 15% FB BLOGS 7% 5% under 30s over 30s Source: B2B Marketing/ Base 2011
- 12. 2010 compared to 2011 Source: B2B Marketing/ Base 2011
- 13. A growing thirst for information
- 14. A growing thirst for information Social media is coming, but slowly Use your website at all stages of the buying cycle Separate “content” from “social media”
- 15. A growing thirst for information Source: B2B Marketing/ Base 2011
- 16. The changing world of live events Source: B2B Marketing/ Base 2011
- 17. Think hard about the way you use live events
- 18. Digitisation of marketing tools 2000: Brochure Website
- 19. Digitisation of marketing tools 2000: Brochure Website 2005: Direct mail Email
- 20. Digitisation of marketing tools 2000: Brochure Website 2005: Direct mail Email 2010: Event Webinar
- 21. Influence v usage
- 22. The data capture debate Source: B2B Marketing/Base 2011
- 23. More than half of buyers really don’t want to talk about themselves... Lead gen v brand build
- 24. How do users share data? Source: B2B Marketing/Base 2011
- 26. Sharing information Don’t forget intranets Or email Think about formatting
- 27. Attitudes towards social media
- 28. Love social Hate social media? media?
- 29. Social media is here. Deal with it.
- 30. Social Media Benchmark Survey
- 31. Social Media Benchmark Survey How are marketers responding to changing buyer behaviour?
- 32. Are you using social media? Source: B2B Marketing/Base 2011
- 33. Do you have a social media strategy? Source: B2B Marketing/Base 2011
- 34. How do you decide on a social media strategy? Source: B2B Marketing/Base 2011
- 35. How do you prove ROI? Source: B2B Marketing/Base 2011
- 36. We’re doing all the easy things We’re skimming the surface
- 37. We’re doing all the easy things We’re skimming the surface If you want a competitive advantage, the opportunity is there NOW
- 38. How is social media being used? Source: B2B Marketing/Base 2011
- 42. How is social media being used? Source: B2B Marketing/Base 2011
- 43. Beware the tumbleweed effect...
- 45. What are the biggest challenges? Source: B2B Marketing/ Base 2011
- 46. What are the biggest challenges? What percentage of your time do you spend on social media? What percentage of your budget do you spend on social media?
- 47. What are the biggest challenges? Source: B2B Marketing/Base 2011
- 49. The time/resource issue Centralised content Structured plan Hire content creators Audit your expertise
- 50. Conclusions Separate ‘social media’ from ‘content’ Content is what buyers want. Social media is ONE OF the ways they get it
- 51. Conclusions Centralise your content. It’s too time-consuming to do otherwise.
- 52. Conclusions Use issue-based content to make your website work harder.
- 53. Conclusions Think twice about data capture. Not everything is about lead generation.
- 54. Conclusions Social media is growing. But its effect is still minimal compared to website/SEO. Are you going to be the pioneer?
- 55. Download report from www.baseone.co.uk linkedin: johnbottom