Aberdeen-53%的B2B买家推迟了一半购买决定（英文）-2019.8-11页_556kb

Summary of "Why Do B2B Buyers Struggle?"

Core Content

The document explores why B2B buyers often struggle during the purchasing process and how vendors can better support them by understanding and leveraging buyer intent data. It highlights that traditional marketing strategies, such as SEO and inbound content, are no longer sufficient to engage buyers at the right time.

Main Findings

1. B2B Buyers Initiate Contact Early

• 73% of B2B buyers reach out to vendors early in the buying process, often during the research and need definition stages.
• Buyers are more open to engaging with vendors at the beginning of the journey, where they are more likely to be influenced by new ideas or insights.

2. Buyers Struggle with Defining Needs

• 50% of buyers said their needs were either partially, not well, or poorly defined.
• This lack of clarity often leads to 53% of buyers postponing or halting their purchase decisions.

3. Buyers Blame Vendors for Purchase Delays

• When purchases are postponed, 66% of buyers cite the inability to differentiate between solutions.
• 57% of buyers decide that no vendor meets their needs, indicating a significant gap in vendor value perception.

4. Vendors Can Help Buyers Frame Decisions

• Buyers are more likely to engage with vendors who can help them define problems, provide objective information, and show new ways to solve existing issues.
• 65% of buyers would be more likely to work with a vendor who challenges their assumptions and highlights new pain points or organizational needs.

Key Insights from Intent Data

1. The Buyer's Journey is Specific and Comprehensible

• The journey is not generic but varies by account and is influenced by specific research activities.
• Intent data allows vendors to map out the actual journey and understand the exact steps buyers take.

2. Real-Time Tracking Enables Timely Engagement

• By tracking buyer behavior in real time, vendors can identify when an account has initiated research.
• This enables intent-driven email and intent-driven content strategies, where messages and materials are tailored to the buyer's current stage and interests.

3. Hyper-Targeting with Digital Advertising

• With knowledge of the exact URLs and device IDs involved in research, vendors can hyper-target digital ads effectively.
• This increases the likelihood of engaging buyers at the right moment.

4. Sales Outreach Becomes More Strategic

• Cold calling and emailing, when informed by intent data, become more precise and effective.
• Vendors can now reach the right person at the right time, rather than casting a wide net.

What Vendors Need to Execute Intent-Driven Strategies

• Target Account List: To monitor research activity and identify sudden spikes in interest.
• Accurate Contact Information: Regularly updated data from a reliable contact data provider.
• Objective Content: Content that helps buyers frame their decisions and explore new solutions.
• Actionable Intent Data: Detailed and timely data that provides insight into buyer behavior and preferences.

Conclusion

By using intent data, vendors can move from reactive to proactive marketing. They can engage buyers at the very beginning of the journey, provide valuable insights, and help them make informed decisions. This not only improves the chances of closing deals but also enhances the overall buyer experience.

Call to Action

To learn more about identifying and targeting B2B buyers in-market for your solution, visit Aberdeen.com/Intent.

Methodology

• Survey: Conducted by Aberdeen and PJA Advertising & Marketing in late summer 2018.
• Sample Size: Over 342 B2B buyers.
• Demographics:
  • 32% were C-level executives.
  • 66% were VP or above.
  • 24% were from companies with $500M+ revenue.
  • 75% reported being the decision maker in B2B purchases.
  • 90% had been involved in enterprise-level purchases.
  • 56% had been involved in purchases of $100K+.

This document underscores the importance of intent data in modern B2B marketing and provides actionable steps for vendors to improve their engagement and conversion rates.