But this is what the buyer is dealing with. What the line colours mean.The point here is, I think we’re probably aware that our buyers lives are much like our own. We’re busy, we hate being interrupted, and we’re not going to welcome every salesperson with open arms.
Something we’re already talked about today is the buyers’ journey. And if you didn’t already know how complex that can be, this graphic indicates just how many sources of information today’s buyer has available.
How are buyers coping with this? Well, they’re going online to do their own research.3:1:1 is an important ratio for us, talked about in Peter O’Neil’s session. Buyers and influencers of high consideration solutions find 70% of the content they consume on their own during the buying process. 15% of the content that they consume is typically sent to them by marketers and the remaining 15% is delivered to them by sales (or an indirect sales channel).Our US and European B2B Social Technographics Survey showed that business technology buyers significantly surpass even US consumers in their use of social media. Overall, 86% of business technology buyers engage in some kind of social activity for business purposes.And buyers are becoming more selective in which social media channels they use, adjusting their behaviours to make these tools work best for them.The point is that our buyers are online finding out about technology. And they’re doing this with the ultimate intention of making a purchase. So, I think I hardly need ask you, would we like to be able to talk to these people? And are they likely to include some good prospects?