2021年B2B买家报告（英）-19页_672kb

B2B Buyer Insights Report 2021 Summary

Core Content

The B2B Buyer Insights Report 2021 provides a comprehensive overview of how the pandemic has reshaped B2B buyer behavior, emphasizing the need for vendors to adapt their strategies to meet the evolving expectations of their target audiences. The report outlines key challenges and opportunities for revenue generation teams, highlighting five Golden Rules for effective B2B selling and offering top tips to enhance engagement and conversion.

Main Points

1. Today’s B2B Buyer is More Cautious Than Ever

• Decision Making Units (DMUs) have grown, with over half of respondents noting an increase in the number of stakeholders involved in B2B purchasing decisions.
• Buyers are spending more time researching purchases, with 56% consuming more types of sales and marketing material than before.
• 60% of buyers are more likely to put purchase decisions on hold due to shifting business priorities.
• 47% face more budget resistance than in the past.
• Despite these challenges, 81% of buyers engage with vendors when they are ready to buy, indicating that timing is critical.

2. Timing is Key

• 87% of buyers are more likely to consider a B2B vendor if they have a positive brand impression before beginning their research.
• Cold sales calls are less effective, with only 9% of buyers likely to engage with them.
• Warm sales calls, where the buyer has already interacted with the vendor, are more successful.
• Vendors should focus on identifying the right time to reach out, using intent data to track when buyers are actively researching.

3. 5 Golden Rules for Your B2B Strategy

Golden Rule #1 - Timing is Everything

• Over 64% of buyers feel vendors do not approach them at the right time.
• Only 21% believe they are given relevant information.
• Vendors should use intent data to identify accounts in an active buying journey and tailor outreach accordingly.

Golden Rule #2 - Enable Sales on the Nuances within the DMU

• DMUs typically involve 2–7 stakeholders, each with different priorities and challenges.
• 71% of buyers believe that understanding their challenges is the most impactful element of a sales conversation.
• Sales teams should adopt an account-based approach, such as ABM, to engage each stakeholder effectively.

Golden Rule #3 - Create Content Your DMU Wants to Read

• Buyers want relevant and helpful content throughout their buying journey.
• Case studies and customer stories are the top content choices during research.
• Search engines, LinkedIn, and word of mouth are the primary channels for B2B research.
• Marketers should focus on SEO, PPC, and compelling LinkedIn content.

Golden Rule #4 - Show Compassion

• Buyers are more likely to delay decisions due to business priorities and budget constraints.
• Vendors should listen more than talk, ask the right questions, and focus on deep listening to understand buyer needs.
• A question-based approach can help build trust and drive engagement.

Golden Rule #5 - Don’t Forget to Build Brand Awareness

• 87% of buyers are more likely to consider a vendor if they have a positive brand impression.
• Brand should be seen as a human connection, not just a product or service.
• Emotionally resonant marketing is 7x more effective at driving long-term sales and revenue.

Key Tips for Revenue Generation Teams

• 1. Harness the power of intent data to identify active buyers and their research stages.
• 2. Deploy one-to-one direct mail to cut through digital noise and create meaningful engagement.
• 3. Provide an omni-channel remarketing experience with consistent messaging across all platforms.
• 4. Avoid over-familiarity by focusing on job-related challenges, not personal interests.
• 5. Understand the role of each DMU stakeholder and tailor content and engagement accordingly.

Conclusion

B2B buyers are cautious but not disengaged. They actively seek out vendors but want timely, relevant, and empathetic interactions. The report encourages vendors to focus on timing, personalization, and brand building to effectively connect with buyers and shorten the sales cycle. By following the Golden Rules and Top Tips, companies can better align with buyer behavior and drive revenue in a complex and competitive market.

About the Authors

• Durhamlane helps ambitious brands sell complex, high-value offerings in a competitive B2B landscape through demand generation, ABM, and inside sales.
• Cyance transforms how businesses grow their pipelines, especially in European markets, using behavioral insights and intent data to drive efficiency and close more high-value deals.