Just wandering through MarketingSherpa’s Business Technology Buyers 2008-2009 report. Interesting data about the top influences on the buy cycle, broken out by stage.
Not surprisingly, word of mouth, web sites, and search engines made it into the top for every stage. Note that word of mouth has been supplanted by manufacturer web sites in the research stage.
Conclusions:
It’s critical to have a decent marketing awareness program running or you may not make it into the buying cycle.
A good buzz program is key. If your customers, the press, and key industry influencers aren’t talking about you, you’re lost in a sea of also-rans.
If you don’t have a decent web site — easy to navigate, not just a product pitch site, lots of good technical content — you’re a non-starter.
And for goodness sake, get to the top of the search engines, preferably both natural and ppc.
From the report:
Awareness Stage:
1. Word of mouth
2. Manufacturer web sites
3. Distributor web sites
4. Search engines
5. Trade publications
Research Stage:
1. Manufacturer web sites
2. Word of mouth
3. Search engines
4. Distributor web sites
5. Trade publications and paid consultants (tied)
Negotiation Stage:
1. Word of mouth
2. Manufacturer web sites
3. Distributor web sites
4. Search engines
5. Trade shows
Purchase Stage:
1. Word of mouth
2. Search engines and manufacturer web sites (tied)
3. Distributor web sites
4. Paid consultants
5. Trade publications
Lots of great detail in this report. I highly recommend it.
