One of the key concerns of B2B marketers today is breaking through the “marketing blindness” of buyers:
– Buyers don’t click on web-banners (they don’t even see them anymore)
– They don’t see advertisement anymore
– They skip TV commercials when they can
– They don’t open your e-mails or direct mailings.
That’s why I am so happy to get my hands on reports like these, the 2012 Buyersphere report, giving me an answer to this key question:
How do you reach your B2B buyers?
We marketers live in an amazing time: we have the ability to contact our buyers directly through social media or e-mail marketing, there’s “super intelligent” marketing automation software that targets buyers with laser precision, etc…
But does that mean you reach your buyers? I am not talking about communicating with your buyers.
I mean REACHING them, so they really feel happy to get their hands on the information you are giving them. So they position your brand as useful, knowledgeable, and trusted. And in the end put they you on their shortlist and buy from you.
But what information do they want? Where do they search for it? Who needs what kind of information, and when?
Buyer behavior mysteries revealed
The 2012 Buyersphere survey is designed to bring answers to these questions based on the actual behavior of B2B buyers. It is based on surveys o B2B buyers in the main countries in Europe, but I like to think that they are valid to other parts of the world as well.