3A DEMANDGEN REPORT WHITE PAPER 2011
The following white paper will presentinsights from industry experts, as well ascase study examples from companiesthat have successfully made the switchfrom focusing on contacts to delivering apersonalized message to the right personat the right time.
Changing Buyer Behavior Dictates Shift FromContacts To People
The traditional approach of demandgeneration had sales driving leads byplacing cold calls and marketing sendingout batch and blast email campaigns
industry experts point out that this
of the messages they receive as theytry to manage overcrowded email andvoicemail inboxes. This breakdown is especially problematicin 2012 because today’s connectedbuyers are less tolerant of unsolicitedoutreach, and increasingly reliant onweb research, deeper relationships andfeedback from their peer networks whenmaking purchasing decisions. The reality is today’s buyer is expectingto have an ongoing dialogue with solutionproviders, and they are demandingthat companies add value with relevantmessaging and information at every pointin their buying cycle.Illustrating these changing rules of engagement, the 2010 B2B Buyer Transformation Survey conducted byDemandGen Report found:
Only 10% of buyers
who hadpurchased a solution
by the provider. The remaining
90% reached outdirectly
to the solution provideror requested to be contacted aftervisiting their site.
Nurturing and ongoing dialogue
is now a necessity, as 95% of recent purchasers said the solutionprovider they chose providedthem with ample content to helpnavigate through each stage of thebuying process.
Social media is now a criticalpart
of the sales and marketingengagement model, as 59% of buyers said they engaged withpeers who addressed a similarchallenge before making a purchasedecision, and 48% followed industryconversations on the topic theywere researching via social media.
While the digital model has been a big improvement over more manual analog methods, industry insiders argue changing buyer behavior and the emergence of new mediachannels dictate both marketing and sales teams need to rethink their demand generation models.