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Don Davis
MODERATOR
Editor-in-Chief
Internet Retailer &
B2BecNews
Andy Hoar
Guest Speaker
VP & Principal Analyst
Forrester...
www.b2becworldevents.com
Insights Into The Behavior Of The
Modern B2B Buyer
4th Annual Survey
Andy Hoar
VP & Principal Analyst
March 28, 2017
© 2015 Forrester Research, Inc. Reproduction Prohibited
4
© 2014 Forrester Research, Inc. Reproduction Prohibited 5
It is not about
“filling the funnel.”
It is about guiding buyers...
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
B2B Buying Process
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
B2B buyers already use the web to
research products
“What percen...
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
B2B Buyers Expect To Buy More Online
Source: Forrester/Internet ...
© 2015 Forrester Research, Inc. Reproduction Prohibited 9
Drivers for channel shift
22%
14%
11%
8%
2%
0%
1%
1%
2%
More con...
© 2015 Forrester Research, Inc. Reproduction Prohibited 10
More than half of B2B buyers use
smartphones to research work p...
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
72% of B2B buyers use a personal credit
card to make some or al...
© 2015 Forrester Research, Inc. Reproduction Prohibited 12
“Broadest Selection” Drives Where B2B
Buyers Start
“I typically...
© 2015 Forrester Research, Inc. Reproduction Prohibited 13
Product Info Drives Where B2B Buyers Finish
“I typically make m...
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
B2B buyers start: search engines, brand
and Amazon. Finish: Ama...
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
A combination of factors drives repeat
business and loyalty
“In...
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
What It Means
People
Processes
Technologies
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Customer Obsessed Operating Model
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
Customer Obsessed Operating Model
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
Customer Obsessed Operating Model
forrester.com
Thank you
Andy Hoar
VP & Principal Analyst
ahoar@forrester.com
@andyhoar1
22©2017 CloudCraze Software LLC. All Rights Reserved.
Customer-centric commerce
built natively on Salesforce
23©2017 CloudCraze Software LLC. All Rights Reserved.
“CloudCraze allows us to extend our Salesforce
investment and offer ...
24©2017 CloudCraze Software LLC. All Rights Reserved.
“We realize businesses are ordering more online
every day, so we’re ...
25©2017 CloudCraze Software LLC. All Rights Reserved.
“The innovative and integrated approach that CloudCraze
brings to co...
26©2017 CloudCraze Software LLC. All Rights Reserved.
Customer-centric commerce
built natively on Salesforce
Fast
Scalable...
©2017 CloudCraze Software LLC. All Rights Reserved. 27
Q	&	A
cloudcraze.com
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How B2B Buyers Shop, Think and Behave

VP & Principal Analyst at Forrester Research, Andy Hoar, teamed up with Internet Retailer to conduct a survey of B2B businesses to understand their experiences buying online. Speaker Andy Peebler, General Manager at CloudCraze, joins Hoar to provide real-world case studies about how B2B companies are using B2B commerce to grow their businesses and take a customer-first approach. View this the webinar and review the fresh data about buy-side benchmarks and buyer behavior.

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How B2B Buyers Shop, Think and Behave

  1. 1. Don Davis MODERATOR Editor-in-Chief Internet Retailer & B2BecNews Andy Hoar Guest Speaker VP & Principal Analyst Forrester Andy Peebler General Manager West Region CloudCraze 2017 B2B Survey Results & Analysis: How B2B Buyers Shop, Think & Behave
  2. 2. www.b2becworldevents.com
  3. 3. Insights Into The Behavior Of The Modern B2B Buyer 4th Annual Survey Andy Hoar VP & Principal Analyst March 28, 2017
  4. 4. © 2015 Forrester Research, Inc. Reproduction Prohibited 4
  5. 5. © 2014 Forrester Research, Inc. Reproduction Prohibited 5 It is not about “filling the funnel.” It is about guiding buyers through a journey.
  6. 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 B2B Buying Process
  7. 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 B2B buyers already use the web to research products “What percentage of your purchases for work do you typically research ONLINE before you purchase OFFLINE?” 64% research half or more of their work purchases online Base: 210 B2B buyers Source: Forrester/Internet Retailer Q1 2017 B2B Buy-Side Online Survey
  8. 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 B2B Buyers Expect To Buy More Online Source: Forrester/Internet Retailer Q1 2017 B2B Buy-Side Online Survey 2017 2020 “What percentage of your purchases for work do you make online today?” “What percentage of your purchases for work do you expect to be making online in 3 years?” 38% make half or more of their work purchases online 55% expect to make half or more of their work purchases online in 3 years Base: 211 B2B buyers (not all responses shown)
  9. 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 9 Drivers for channel shift 22% 14% 11% 8% 2% 0% 1% 1% 2% More convenient since online sites are open 24 hours a day Faster process Save money because get lower prices online Get more and better information about products and… Easier to track purchases for record-keeping purposes Minimize interaction with sales representatives Management requires that I buy this way We have not done this Other Don't know “What is your chief reason for shifting more work purchases online from offline?” Base: 183 B2B online buyers Source: Forrester/Internet Retailer Q1 2017 B2B Buy-Side Online Survey 38%
  10. 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 More than half of B2B buyers use smartphones to research work purchases “I perform research for products and services I buy for work using the following device(s):” 76% 61% 43% 35% 2% 1% Laptop computer Smartphone Desktop computer Tablet Other Don’t know Base: 190 B2B buyers (multiple responses accepted) Source: Forrester/Internet Retailer Q1 2017 B2B Buy-Side Online Survey
  11. 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 72% of B2B buyers use a personal credit card to make some or all purchases for work
  12. 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 “Broadest Selection” Drives Where B2B Buyers Start “I typically start my research for products and services I buy for work on an online site because it is:” 38% 24% 22% 7% 3% 0% 4% 1% Where I find the broadest selection The most credible source of product details and information Easiest to use Where I already make my personal purchases of products and services Where I get the best customer service Where I consistently find the lowest prices Other Don’t know Base: 183 B2B online buyers
  13. 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 Product Info Drives Where B2B Buyers Finish “I typically make my final purchase of products and services I buy for work on an online site because it is:” 26% 17% 15% 14% 11% 7% 7% 3% 1% The most credible source of product details and information Easiest to use Where I get the fastest delivery/shipment Where I consistently find the lowest prices Where I already make my personal purchases of products and services Where I find the broadest selection Where I get the best customer service Other (Please specify) Don’t know
  14. 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 B2B buyers start: search engines, brand and Amazon. Finish: Amazon and brand “What type of website do you typically make your purchases of products and services for work on? (Select one)” 65% 12% 10% 5% 5% 1% 1% 1% 1% 28% 30% 9% 16% 3% 10% 5% Search engine (Google, Bing) Brand manufacturer website Consumer site (eBay, Amazon) AmazonBusiness site Industry distributor website Affiliate website (e.g. expert blogger) I don’t start my research/ finalize purchase online Other (Please specify) Don’t know Start: Research Finish: Purchase* Base: 190 B2B online buyers *Base: 188 B2B online buyers Source: Forrester/Internet Retailer Q1 2017 B2B Buy-Side Online Survey
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 A combination of factors drives repeat business and loyalty “In general, what makes you buy again from a site you purchase from for work?” 19% 18% 12% 11% 10% 9% 6% 6% 6% 2% The most credible source of product details and information Where I consistently find the lowest prices Where the site is easiest to use Where I get the best customer service Where the site is tailored to my needs Where I get the fastest delivery/shipment Where I find the broadest selection Where I already make my personal purchases of products and… Other Don’t know Base: 187 B2B online buyers Source: Forrester/Internet Retailer Q1 2017 B2B Buy-Side Online Survey
  16. 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 What It Means
  17. 17. People Processes Technologies
  18. 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Customer Obsessed Operating Model
  19. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Customer Obsessed Operating Model
  20. 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 Customer Obsessed Operating Model
  21. 21. forrester.com Thank you Andy Hoar VP & Principal Analyst ahoar@forrester.com @andyhoar1
  22. 22. 22©2017 CloudCraze Software LLC. All Rights Reserved. Customer-centric commerce built natively on Salesforce
  23. 23. 23©2017 CloudCraze Software LLC. All Rights Reserved. “CloudCraze allows us to extend our Salesforce investment and offer business buyers a better online purchasing experience for our broad portfolio of products.” Pat Jerdig, VP of IT, Nexeo Solutions Transforming buyer engagement with B2B commerce on Salesforce ​Improves customer experience with robust commerce and critical online product information ​Gains speed-to-market, flexibility with cloud, agile model of CloudCraze ​Provides 360-degree view of customers through sales, service and commerce data Drag picture to placeholder or click icon to add
  24. 24. 24©2017 CloudCraze Software LLC. All Rights Reserved. “We realize businesses are ordering more online every day, so we’re excited to offer a new online ordering solution with CloudCraze on Salesforce .” Marta Dalton, Director of eCommerce, Coca-Cola Delighting customers with continuous shopping across devices ​Increases profit per outlet 6% and average order size 15% ​Reduces cost per interaction 85% ​Secures customer retention and increased satisfaction
  25. 25. 25©2017 CloudCraze Software LLC. All Rights Reserved. “The innovative and integrated approach that CloudCraze brings to commerce provides a compelling customer self-service solution, a key pillar in the growth of our aftermarket parts division.” - Benoit Dessart, WABCO Digital transformation with Commerce in a frictionless IT environment ​Achieve growth and outperformance targets through digital transformation ​Enhance customer engagement by connecting Commerce with Sales and Service ​Speed to market with a robust B2B solution and scalable architecture
  26. 26. 26©2017 CloudCraze Software LLC. All Rights Reserved. Customer-centric commerce built natively on Salesforce Fast Scalable Connected So you can generate revenue in weeks For 360-degree customer engagement Agile enhancements and capacity to adapt with market and customer demands
  27. 27. ©2017 CloudCraze Software LLC. All Rights Reserved. 27 Q & A cloudcraze.com

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