Three Trends You Can’t Ignore, Results from the ITSMA How Buyers Consume Information Survey, 2012 Abbreviated Summary

Three Trends You Can’t Ignore

Results from the ITSMA
How Buyers Consume Information Survey, 2012
Abbreviated Summary | December 2012

Julie Schwartz Dianne Kim
Senior Vice President Research Associate
Research and Thought Leadership ITSMA
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. www.itsma.com | F022AS | 2

ITSMA Survey | 2012 How B2B Buyers Consume Information The B2B Social Buyer is a young executive
with clout
Last year’s study introduced the rise of
Age*
the B2B social buyer, who uses 18–34
51
31
on social media and online communities 36 B2B Social Buyer
35–44
33 (N=139)
during the purchase process. This year’s
14 Traditional Buyer
45–54
data provides more insight on the profile 36 (N=160)

of the B2B social buyer.
Job Role* 73
They are young senior executives IT
51

with clout; for the most part they are Business
27
49
under 40, are decision-makers, and
belong to the IT organization. They Job Title* Manager
19
31
spend more time consuming content 17
Director/Assistant VP 19
than their traditional counterparts and
25
VP/Senior VP/Head
are less likely to delegate research during 22
40
the early stage of the buying process. C-level, GM, President 28

We are dealing with a new type of buyer:
* Indicates a statistically significant difference. There were no significant differences
proactive and empowered. found by size of company, industry, or gender.
Source: ITSMA, How B2B Buyers Consume Information Study, 2012


ITSMA Survey | 2012 How B2B Buyers Consume Information Buyers turn to solution provider
information sources first
The research results validate What were the first three sources of
that solution provider websites are now information you turned to when you began
your solution research? (Rank order 1st, 2nd, 3rd)
the primary and source of information % of Respondents (N=299)
for buyers during the early stages Technology or solution provider websites 36
of the buying process. Technology or solution provider subject matter experts 29
Web search 28

Many buyers turn first to solution Technology or solution provider sales people 27
Peers/colleagues 27
provider resources before they seek
Industry analysts 23
counsel from their peers. Management consultants 21
Industry events/trade shows 19
Peers, while still important as a Focused online communities/social networks 17
Focused industry or trade media 14
source of referral, recommendations,
General business media 13
and references, are no longer Sourcing advisors 12
the best source of information. Universities, research institutes, think tanks 10
Local or national professional trade associations 9
Social media/networks 8
Blogs 6 1st 2nd 3rd

Note: Respondents were asked to rank order top three.


ITSMA Survey | 2012 How B2B Buyers Consume Information We see an elevation in
solution provider credibility
At the same time the data shows
Which of the following sources of
the decline in conventional peer information are most credible?
influence, we also see a rise in solution % of Respondents Rank in Top Three
provider credibility. B2B Social Buyer Traditional Buyer
(N=139) (N=160)
Buyers endorse solution Technology or solution provider subject matter experts 32 35
provider subject Technology or solution provider websites 29 28
matter experts (SMEs) Industry analysts 28 25
Management consultants 24 21
as the most credible source of Technology or solution provider sales people 23 28
information during the Peers/colleagues* 16 31
purchase process. Web search 25 17
Focused industry/professional online communities 20 18
Solution provider Industry events/trade shows 13 18
websites, and even sales people, ,Focused industry or trade media 13 19
are also high on the list. Sourcing advisors 16 15
General business media 12 11
Traditional buyers are twice Universities, research institutes, think tanks 16 15
as likely to rank peers as a Local or national professional trade associations 8 14
Social media/networks* 17 2
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.
provider resources to be trustworthy! Source: ITSMA, How B2B Buyers Consume Information Study, 2012


ITSMA Survey | 2012 How B2B Buyers Consume Information Marketers jobs are complex, they must
rebalance the marketing mix
Although both types of buyers are hungry
Which information delivery channels or
for fact-based content and thought formats do you typically prefer?
leadership, they differ when it comes to % of Respondents
B2B Social Buyer Traditional Buyer
preferred delivery channels or formats. (N=139) (N=160)
Research reports 28 32
Addressing the needs of both B2B social Social media* 25 6
Email newsletters* 22 11
and traditional buyers means In-person seminars/conferences/tradeshows* 19 42

marketers must Print journals/magazines
Virtual seminars/conferences/tradeshows*
19
17
20
28

re-balance the Webinars
Sales calls or private briefings
17
17
22
22
marketing mix Digital magazines 17 11
Videos 15 9
and do a bit of everything to meet Website copy 13 18
Blogs* 13 6
the information demands and preferences White papers 12 15
Brochures (hard copy)/datasheets 9 11
of a bifurcated market.
eBooks 9 8
Direct mail 8 11
RSS Feed or other newsfeeds 6 7
Podcasts 6 3

Note: Respondents were asked to rank order top three channels.
*Indicates a statistically significant difference.


ITSMA Survey | 2012 How B2B Buyers Consume Information Sales is being brought back to the
conversation
Contrary to conventional wisdom,
70% of B2B technology solutions
buyers are no longer waiting longer buyers want to engage with
and longer to engage with sales. The sales reps before they identify
pendulum is swinging yet again and their shortlist.
-ITSMA
sales is being invited to join
the conversation, at all
stages of the buying process.
70%
But there’s a catch! 24 23 24

Sales people are expected to 16
14
educate and provide new and
provocative perspectives on the Stage 1. Stage 2. Stage 3. Stage 4. Stage 5.
market and technology solutions. Epiphany Awareness Interest Confidence Loyalty
Keeping up Learning Identifying Evaluating Building
Marketing must enable sales with more about a shortlist and ongoing
industry/ potential of solution selecting a relationship
to do thought leadership selling technology solutions providers solution with
news and and provider/ solution
and act as the “frontline” subject- events solution Making the provider
providers final post-
matter experts. decision purchase



Buyers want easy to find information and
access to solution provider SMEs
Buyer behavior is changing
Technology or solution provider
at an accelerated pace and subject matter experts
34

Technology or solution provider
marketers need to be at least one step websites
29

ahead of them, not constantly trying to Industry analysts 26

catch up. Marketers must leverage Technology or solution provider 26
sales people
solution provider credibility and give
Peers/colleagues 24
buyers what they want: Easy-to-find
Note: Respondents were asked to 1st 2nd 3rd
quality information, access to SMEs, rank order top three.

and strong thought leadership,
via both marketing campaigns and sales
interactions, that educates
buyers and bolsters
their company’s
reputation as an
industry leader.




Study Countries Represented
% of Respondents
Germany
13%

Methodology
(N=299)

France
15%
In Fall 2012, ITSMA surveyed, via the Web, 299
business and IT executives from companies that US
57%
purchase business or technology solutions for
individual contracts over $500,000. These respondents UK
15%
represented larger enterprises, with 47% having
$1 billion or more in annual revenue from four
different countries: US, UK, France, and Germany,. What is your company’s primary business?
Respondents were interviewed in the following vertical % of Respondents (N=299)
markets:
Other
 Manufacturing (Consumer/Industrial, 24
Process/discrete) Communications (telecom, media, entertainment)
14
 Financial Services (Banking, Insurance
(except healthcare), and investments) 19 Public sector/Healthcare

 Public sector/Healthcare
20 Financial Services (banking, insurance, and
 Communications (Telecom, media, entertainment) investments)

 Other (Retail/wholesale, transportation, 22 Manufacturing (consumer/industrial,
energy/utilities/oil/mining/gas, business services, process/discrete)
travel and hospitality, aerospace/defense) Note: Other includes, retail/wholesale, transportation, energy/utilities/oil/mining/gas,
business services, travel and hospitality, aerospace/defense



Respondent Job Role
Are you a business or
Characteristics IT professional?
% of Respondents (N=299) Business
39%
Purchase Involvement
Which of the following best describes your IT
involvement with your organization’s purchase 61%
of major technology solutions for individual
contracts over $500,000? % of Respondents (N=299) Job Title
Influencer: I provide Which of the following most
input to help the closely describes your job title?
Decision maker: % of Respondents (N=299)
evaluators and 33
I have budget
decision makers 13
67 and/or final
Evaluator: sign-off 25
authority 23
I research potential 19
providers for inclusion 18
on the shortlist/I
evaluate the providers
on the shortlist and
select the best
solution
Manager Director/ VP/Senior C-level, GM,
Assistant VP VP/Head President




Annual Revenue of Organizations
Represented What is your Female
gender? 24%
Approximately, what is your company’s annual % of
revenue? (or operating budget if government) Respondents
(N=299)
% of Respondents (N=299)

25

21 21 Male
76%

14

What is your age?
% of Respondents
6 6 6 35 34 (N=299)

$100– $250– $500– $1– $5– $10– Over
249M 499M 999M 4.9B 9.9B 20B $20B
20

5 6

18–24 25–34 35–44 45–54 55+




Table of Contents for Three Trends You Can’t
Ignore: Results from the ITSMA How Buyers
Want to learn more?
Consume Information Survey, 2012 Here’s what’s included in the full study

Slide
Executive Summary 3
Detailed Findings 36
Respondent Demographics 36
Current Environment: Challenges, Budgets, and
44
Priorities
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 For More Information
By Age 160
Julie Schwartz
By Job Role 198
Senior Vice President
By Job Title 235 Research and Thought Leadership
By Size of Company 273 ITSMA
By Industry 311 Email: jschwartz@itsma.com
Phone: +1-781-862-8500, Ext. 112


Three Trends You Can’t Ignore, Results from the ITSMA How Buyers Consume Information Survey, 2012 Abbreviated Summary

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Three Trends You Can’t Ignore, Results from the ITSMA How Buyers Consume Information Survey, 2012 Abbreviated Summary