How and when prospects use marketing content throughout the automation buying cycle

Transcription

1 How and when prospects use marketing content throughout the automation buying cycle An exclusive study conducted by Automation World magazine Analyzed by David Newcorn, VP/Digital & Custom Media Conducted May 2011 Analysis released June 2011

2 As automation buyers conduct their research WHERE do they get their information? WHICH content works best (videos, white papers, anything else, etc.)? WHEN in the buying cycle do they use different kinds of content?

3 And the big question How to reach MORE prospects SOONER in the buying cycle?

4 Reviewing the stages of the B2B buying cycle

5 Methodology Survey sent by to a portion of Automation World s database April 2011 Weeded out suppliers and non-qualified respondents Result: 339 automation end users or system integrators 82% bought/specified automation in last 12 months

6 Demographics of respondents Age 12% 29 or younger 36% 30 to 45 17% 46 to 50 35% 51 or older Gender 4% Female 96% Male Level 12% Technician 53% Professional Staff 19% Manager 17% Executive Mgmt. Type 52% Process 24% Discrete 24% Systems integration Job duties 63% Engineering 14% System integrator/consultant 7% Executive management/finance 5% Operations 5% IT 6% Other Company size 28% Under 100 employees 28% 100 to 999 employees 44% employees

7 Buying cycle information sources % of respondents

8 Trade media & trade shows 60% % of respondents who use trade media and trade shows at each stage of the buying cycle 50% 40% 30% 20% 10% Trade magazine print Trade magazine digital Trade shows User group conferences 0% Stage 1 Stage 2 Stage 3 Stage 4

9 Search engines % of respondents who use search engines at each stage of the buying cycle 60% 50% 40% 30% 20% Trade mag print Trade mag digital Search engines 10% 0% Stage 1 Stage 2 Stage 3 Stage 4

10 60% 50% 40% 30% 20% 10% 0% Vendor sales people and Web sites % of respondents who use vendor sales people and Web sites at each stage of the buying cycle Stage 1 Stage 2 Stage 3 Stage 4 Automation supplier Web sites Automation supplier personnel Local distributor Trade mag print Trade mag digital

11 Peers & customer references % of respondents who talk to peers and customer references at each stage of the buying cycle 60% 50% 40% 30% 20% 10% Trade mag print Trade mag elec Talk to peers Customer refs 0% Stage 1 Stage 2 Stage 3 Stage 4

12 60% 50% 40% 30% 20% Social media % of respondents who rely on social media including online automation-specific forums at each stage of the buying cycle Trade mag print Trade mag digital Automation forums 10% 0% Stage 1 Stage 2 Stage 3 Stage 4 Ask question on LinkedIn, Facebook, Twitter

13 Blogs and podcasts % of respondents who rely on social media including blogs, podcasts, and online automation-specific forums at each stage of the buying cycle 60% 50% 40% 30% 20% 10% Trade mag print Trade mag digital Blogs by experts Podcasts 0% Stage 1 Stage 2 Stage 3 Stage 4

14 Age differences % of respondents who use print vs online trade media during the buying cycle Very little difference!

15 Changing gears Which KINDS of content do prospects use at each stage of the buying cycle?

16 Content used in buying cycle % of respondents

17 Article types used in buying cycle % of respondents who rely on these at each stage of the buying cycle

18 Webinars, videos & white papers % of respondents who rely on these at each stage of the buying cycle

19 Later-stage buying cycle content % of respondents who rely on these at each stage of the buying cycle

20 What were key influences in selecting a vendor you recently chose? Branding pays!

21 Key factors in selecting a recent automation product or system

22 Which best describes budget process for most recent project Marketing can influence nonbudgeted purchases

23 Conclusion: Impact on buying cycle Pre-Internet Your sales person was consulted throughout all four stages direct control of the buying conversation

24 Conclusion: Impact on buying cycle TODAY Early/middle stages: Magazines Internet Peers Trade shows Vendor web sites (No direct control) Later stages: Your sales reps (Direct control)

25 Conclusions The way people are researching is shifting control of the buying conversation away from your site and your reps toward prospects who gather info online, in print, at events, talking to peers. Prospects form opinions on your capabilities before your sales people have a chance to correct misimpressions. Branding pays! Over half of respondents cite well-known brand for selecting vendors.

26 Targeting content to stages Create content targeted to each buying cycle stage Later-stage content ideas: Vendor comparison charts Assessment tools (Web forms or calculator tools) Boardroom powerpoint especially Benchmark peer data (tough to get, but great if you do) Videos, case studies, customer testimonials still good

27 Questions? David Newcorn VP/Digital & Custom Media automation World 312/