Webinar slides from my presentation with BrightTalk - learn how to market to today's empowered, distracted, stressed out B2B buyer. To view the recorded on-demand version: http://cintell.net/why-buyers-buy-in-2015-on-demand-webinar-recording/

1. How Buyers Buy in 2015:
Psychology, Technology, and B2B, Oh My!
Ka#e
Martell
Co-­‐Founder,
CMO,
Cintell
@Ka%eMartell

2. Hi, I’m Katie Martell
• Co-Founder, CMO at Cintell
• Career B2B marketer
• Not a psychologist
Kmartell@Cintell.net
@KatieMartell
linkedin.com/in/katiemartell
Understand your buyers. Be customer-centric.
Now in private beta: www.cintell.net

3. 3
The next 45 minutes of your day:
Agenda
What Makes Buyers Buy?
5 Psychological Shifts
in Today’s Buyer
Marketing to
Today’s B2B Buyer

4. 4
Today’s Buyer
Technological
Changes
Social
Changes
Emo%onal
Changes

5. 5
“People buy...
to
elevate
their
emo#onal
state,
whether
by
removing
a
nega%ve,
sa%sfying
aspira%ons,
or
gaining
a
posi%ve.
They
are
solving
and
improving
both
prac%cal
and
emo%onal
problems
and
situa%ons.
And
even
purely
prac%cal
purchases
are
strongly
influenced
by
an
emo#onal
overlay
of
things
like
self-­‐iden%ty,
belonging,
obliga%on,
or
boredom.”

6. 6
The pervasiveness
of technology:

7. 7
The Average American
household has
internet
connected
devices.
6

8. 8
More than
of marriages
between
2005-2012
began online
1
3
Pew
Research
Center

9. 9
videos are viewed every day.
4,000,000,000
YouTube
In 2004, Youtube didn’t exist. Now

10. 10
of Americans
own a
smartphone
2
3
Pew
Research
Center

11. 11
“The hunt for
happiness has
evolved.”

12. 12
Innovation optimism
Companies that win today
excite consumers and satisfy
their craving for new
Psychological Shift #1

13. 13
Brands that incorporate
technology and innovation are
viewed as smarter, cooler, and
more consumer-centric.

14. 14
Heritage can be baggage
“Tried and true” is simply tired
and old to today’s consumers

15. 15
Psychological Shift #2
Consumer empowerment
Consumers know the influence
they have with brands, and it’s
permanently affected their
expectations with businesses.

16. 16
1,000,000,000,000
conversations going on about brands in the US annually
-Keller Fay Group

17. 17
Consumer empowerment
Consumers know the influence
they have with brands, and it’s
permanently affected their
expectations with businesses.

18. 18
Psychological Shift #3
Faster Ways of Thinking
“Our sense of time, ability to focus,
and capacity for attention have
shifted gears.”

19. 19
• SCAN rather than read
• Bombarded by constant interruptions
• Crave stimulation
• Easily distracted
• Less tolerance for ambiguity
Our Malleable Minds

20. 20
We’re more anxious about keeping track
of all this information, and an expectation
that we will be available around the clock,
robbing us of focus.
Continuous Partial Attention

21. 21
More than 68% of adults
who own multiple devices
use 2+ screens to “graze”
unrelated content.
It takes an average of 64 seconds
to recover your train of thought
after an email interruption.
-PsyBlog

22. 22
Memorization and precision are less
essential – it’s easy to check facts and
spelling. We are trained to scan and
process mountains of information quickly.
Mountains of information

23. 23
Psychological Shift #4
Symbol power
Consumers do not make
decisions logically and
consciously

24. 24
The power of symbols
Today, our interruption-driven,
overstimulated, distracted
consumers have less ability to
focus and let conscious brain
space make decisions.

25. 25
• Red = excitement
• White + Pink = Sincerity
• Brown = competence and ruggedness
• Purple = sophistication

26. 26
Outperformed green by 21%
-Hubspot

27. 27
23% more $$$
“Organic”

28. 28
Our brains simplify numbers
We subconsciously latch on to the first
number in a price tag.
$299 = $200

29. 29
Fusiform face area
How the brain processes
images of faces, tied
closely to emotion.

30. 30
Psychological Shift #5
New ways of connecting
Buyers are more guarded, but
seek connection.

31. 31
High-tech, low-touch
Consumers seek a sense
of connection and
belonging – something
they increasingly find
online and through brands.

32. 32
Part
2:
Marke#ng
to
Today’s
B2B
Buyer

33. 33

34. 34
The average B2B
buyer has completed
57% of the purchase
process before
engaging a vendor’s
sales team.
- CEB/Google

35. 35
“The nature of marketing
has exploded from an
ancillary communications
function to the Grand
Central Station of
customer experience.”

36. 36

37. 37
By 2020 the B2B
ecommerce market will be
twice as large as the B2C
market — $6.7 trillion vs.
$3.2 trillion.
- Frost & Sullivan

38. 38

39. 39
• Petroleum and petroleum products
• Pharmaceuticals and druggist
sundries
• Durable goods
• Motor vehicles, parts and supplies
• Electrical and electronic goods
• Machinery, equipment and supplies

40. 40
73% of B2B
buyers prefer a
website to a
salesperson.

41. 41
Content marketing:
Everybody’s doing it.

42. 42
Consumers are 5x
more dependent on
content than they
were 5 years ago.
- Nielsen

43. 43
75% of B2B buyers rely
more on content to
research and make B2B
purchasing decisions than
a year ago
- DemandGen Report

44. 44
Consumers engage with
11.4 pieces of content
prior to making a B2B
purchase.
- Forrester

45. 45
Brands that simplify consumer
decision making and the purchase
process have customers who are are
86% more likely to purchase and are
115% more likely to recommend them.
-CEB

46. 46
Stop making buyers
jump over hurdles.

47. 47
“No one will ever
complain that you’ve
made things too simple
to understand.”
-Ann Handley

48. 48
The Full Buying Committee
Influencer
Decision-­‐maker
End-­‐user

49. 49
SiriusDecisions
Buying Scenarios

50. 50
Today, consumers are more
likely than ever to be swayed
by emotion rather than logic.

51. 51
Selling to stressed
out buyers:
• Prone to inertia
• Rely more heavily
on trusted experts
• Highly sensitive to
complexity

52. 52
Emotion influences the
B2B buy even more than
logic and reason.
- CEB

53. Part 3: What Makes Buyers Buy?

54. 54
PAIN
FEAR
GAIN

55. 55
Buyers are 3X more
likely to move away
from pain than
move towards
potential gain.
- Tim Riesterer

56. 56
Gain is a leap of faith

57. 57
What’s In It For Me?

58. 58
125% Increase

59. 59
A B
236% Increase

60. 60
Suspicion + Doubt

61. 61
“Thought leadership is all
about having the answers
to the biggest questions
on the minds of your
buyers, and providing your
unique perspective on
these hot topics.”
- Michael Brenner

62. 62
Basic Human Needs:
#1 To grow.
#2 To contribute
beyond ourselves.

63. 63
Reciprocal altruism

64. 64
Business = the antithesis of humanity?
Fewer than 3 in 10 Americans say that
corporate America’s reputation is positive.

65. 65
Be Transparent
“People don’t buy what
you do, they buy why
you do it.”
- Simon Sinek

66. 66
Deep down, buyers
want to be able to relax
their guard and buy
and love products
without vigilance.

67. Thank you!
Kmartell@Cintell.net
@KatieMartell
linkedin.com/in/katiemartell
Get the guide >>>
http://bit.ly/persona-guide