Decision making in B2B markets has changed, with buyers doing more research and taking more time before making a purchase decision.

1. The New Buying Cycle

2. How Decision Making Has Changed
A recent survey of B2B buyers found that...
• 48% utilized a wider variety of sources to acquire
information at various stages of the buying process than
during previous purchases
• 48% took more time to research their buying options
• 36% did more detailed analysis of costs/ROI on their own
• 30% had more internal team members provide input
• 27% relied more on live customer feedback &
recommendations
DemandGen B2B Lead Generation Survey 2011

3. These days...
• There is a shift to SELF-EDUCATION
• Prospects are much better INFORMED
• Access to the web changed their EXPECTATIONS
• They KNOW you BEFORE they INTERACT
• MORE STAKEHOLDERS involved in decision
• Prospects talk to PEERS & COLLEAGUES

4. How Does This Affect Your Business?
• Sales Cycles are longer
• Traditional Lead Generation yields less
• Sales are not achieving targets
• Always in competitive situations
• Increased cost of outbound marketing
• Cost per lead is increasing

5. The New Sales Process...

6. How To Solve The Problem
• Active engagement in online marketing activities
• Planned approach to integrate all the channels
• Focus on Inbound marketing with content
(customers find you)
• Support Outbound marketing with online channels
(you finding customers)
• Create a “Lead Generation Architecture”
• Measure the performance and improve