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About Demand Gen Report • Launched in 2007 to track best prac6ces in lead genera6on • NewsleBer has grown to more than 26,000 readers • We also oﬀer a menu of research and best prac6ces reports • New audio/video podcasts at DemandGenReport.com @DG_Reporthttp://linkd.in/DG_Specialists
Panelists Atri ChaBerjee Andrew Gaﬀney Chief Marke6ng Oﬃcer Editor Act-‐On SoEware Demand Gen Report
Digital DNA start buying process on web search go directly to vendor web site turn to social media/peer reviews conducted anonymous research of a select group of vendors
Crowdsourcing: Growing Role of Social followed group discussions to learn about topic connected with though leaders through social networks posted ques6ons on social networking sites
Early Stage Buyer Behavior ATer ini6al research: developed a short list of poten6al providers collected info to build the business case cited breadth of informa6on as cri6cal vendor asset at this stage
The Budget Reali:es of the Agile Buyer said project was ini6ally unbudgeted; funds allocated AFTER impact was determined; only said budget was pre-‐approved and allocated at the beginning of the year; set budget aTer solici6ng mul6ple bids
ShiEs in the Sphere of Inﬂuence said more internal team members provided input; said 4 or more people were involved in the purchase process; said C-‐Level/Exec CommiBee were involved; said marke6ng was involved
Buy Side or Sell Side? ShiTing course of engagement: of buyers don’t interact with a solu6on provider un6l AFTER establishing a preferred list of venders aTer the conduc6on of ini6al research on op6ons AFTER pung out RFPs or preparing to nego6ate terms
Deal Makers or Breakers How important was the following in selec6ng the provider you chose: said 6melines of response selected relevance as top choice of informa6on
Won/Lost Inﬂuencers Average ra6ng on purchase experience as only 3.34 out of ﬁve. Sugges:ons for improvement: “Experienced consultants” “Post implementa6on “Listen” training & support” “Final price was less than “Have more info at “Make info easier half original each stage” to ﬁnd” quote”
Post Purchase Preferences Which tools were most useful aTer purchase: educa6on and training product support user community/forum