How do B2B buyers decide on large investments? Any sales or marketing professional would like to have more insights in this process. In the annual Dutch survey for the B2B-community, by spotONvision and TNS NIPO, we looked at B2B-investments of more than €100.000,-. The survey is called Business Buyer Insights XL this year.
The findings are based on 15 in-depth interviews with business buyers, employed at larger companies, deciding on contracts over € 100.000,- and 96 online interviews with business buyers. The Business Buyer Insights XL results will be presented during the B2B Marketing Forum in The Netherlands on March 13th.
Today a sneak preview: 2 myths debunked
Myth 1: All B2B buyers go online
The influence of ‘online’ for large contracts is far smaller than we would think. This is partly due to the fact that a buyer knows his/her long list pretty quick and even when still in doubt, he/she simply asks a colleague or peer.
Myth 2: First contact takes place after 70% of the buyer journey
The first contact of a business buyer with a supplier takes place far quicker than we tend to think. The 70% myth can be debunked as the buyer knows exactly who to go to, and even more he knows who to contact within a supplying company.
Do you want to learn more about why and how business buyers made their final choice when investing in a large contract? The latest Business Buyer Insights XL 2014 results will be shared during the B2B Marketing Forum.