Highlights of the 2012 Buyersphere Report – developed by B2B Marketing, Base One and McCallum Layton – showing changing trends in business buyers' use of social media and information sources generally.

1. How your buyers are changing:
the Buyersphere Report 2012
John Bottom, Base One
Kate Thompson, McCallum Layton
Joel Harrison, B2B Marketing [Chair]

2. So why should you spend the next 40 minutes
us?
Find out how your buyers are changing:
How they use information to make purchase decisions
Where they get information from
How they use it at different stages of the buying cycle
How influential different channels are
How they share information with each other
…and you re the first to hear it

3. About the survey
Online survey
800 participants
(500 UK, 100 Italy, 100 Germany, 100 France)
B2B decision makers
Involved in business purchase of over £20,000
during last 12 months

4. How do buyers inform their
purchases?

5. How do buyers inform their purchases?

6. Which are the most useful sources?

7. What do you mean by word of mouth?

8. What about buyers of the future?

9. The Millennials are coming

10. The picture in 2022?
75%?

11. A growing thirst for
information

12. 2011 v 2012

13. The art of conversation

14. Information v conversation

15. Information v conversation

16. Are we getting bored
of social media?

17. Decreasing usage of social media?

18. 2011 v 2012

19. Stages in the buying process

20. Stages in the buying process

21. Stages in the buying process

22. Stages in the buying process

23. It s good to share

24. Attitudes to sharing

25. Attitudes to sharing

26. European
differences?

27. Main national differences
(Data weighted to adjust for varying proportions of IT and younger
respondents in each sample)

28. Do you do
iContent?

29. Do you do iContent?

30. What have we learned?
Social media usage is down on last year
But arrival of Gen Y will more than
compensate

31. What have we learned?
Word of mouth is still king
But Gen Y consider social media to be the
same thing

32. What have we learned?
Buyers are hungry for information
They value real dialogue more than static
content

33. What have we learned?
Different activities should be deployed for
different stages of the buying process
People still print!

34. What have we learned?
Italian buyers use social media more than the
French
Mobile apps are becoming
more relevant

35. Full report available in June at
www.b2bmarketing.net
@basebot
www.baseone.co.uk