Changes in it_security_buyer_behaviour
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Changes in IT security buyer behaviour John Bottom, Base One 22 November 2011 www.baseone.co.uk
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Presentation given in London in November 2011 by John Bottom of Base One at the IT Security Marketing Forum 2011.
Transcript of Changes in it_security_buyer_behaviour
Changes in IT security buyer behaviourJohn Bottom, Base One
22 November 2011
www.baseone.co.uk
Let’s talk about research...
Two important surveys:
The Buyersphere Report 2011
We asked 500 UK B2B buyers about the information channels they used
The Social Media Benchmark Report
We asked 248 B2B marketers how they used social media in order to engage buyers
Two important surveys:
The Buyersphere Report 2011
We asked 500 UK B2B buyers about the information channels they used
The Social Media Benchmark Report
We asked 248 B2B marketers how they used social media in order to engage buyers
>1,000 business buyers
Purchase over £20,000
Behaviour directly linked to purchase
www.baseone.co.uk
How do buyers inform their purchases?
Which information channels do B2B buyers use?
Source: B2B Marketing/Base 2011
Which information channels do B2B buyers use?
Source: B2B Marketing/Base 2011
Which information channels do B2B buyers use?
Source: B2B Marketing/Base 2011
The Generation Gap
under 30s over 30s
BLOGS15%
FB18%
BLOGS5%
FB7%
Source: B2B Marketing/Base 2011
2010 compared to 2011
Source: B2B Marketing/Base 2011
A growing thirst for information
A growing thirst for information
Social media is coming, but slowlyUse your website at all stages of the buying cycleSeparate “content” from “social media”
A growing thirst for information
Source: B2B Marketing/Base 2011
The changing world of live events
Source: B2B Marketing/Base 2011
Think hard about the way
you use live events
Digitisation of marketing tools
2000: Brochure Website
Digitisation of marketing tools
2000: Brochure
2005: Direct mail
Website
Digitisation of marketing tools
2000: Brochure
2005: Direct mail
2010: Event
Website
Webinar
Influence v usage
The data capture debate
Source: B2B Marketing/Base 2011
More than half of buyers really don’t want to talk about themselves...
Lead gen v
brand build
How do users share data?
Source: B2B Marketing/Base 2011
Sharing information
Sharing information
Don’t forget intranets
Or email
Think about formatting
Attitudes towards social media
Hate social media?
Love social media?
Social media is here. Deal with it.
Social Media Benchmark Survey
Social Media Benchmark Survey
How are marketers responding to changing buyer behaviour?
Are you using social media?
Source: B2B Marketing/Base 2011
Do you have a social media strategy?
Source: B2B Marketing/Base 2011
How do you decide on a social media strategy?
Source: B2B Marketing/Base 2011
How do you prove ROI?
Source: B2B Marketing/Base 2011
We’re doing all the easy thingsWe’re skimming the surface
We’re doing all the easy thingsWe’re skimming the surface
If you want a competitive advantage, the opportunity is there NOW
How is social media being used?
Source: B2B Marketing/Base 2011
Community Platform
Juniper J-Central
Community Platform
Juniper J-Central
Community Platform
Juniper J-Central
How is social media being used?
Source: B2B Marketing/Base 2011
Beware the tumbleweed effect...
The nightclub theory
What are the biggest challenges?
Source: B2B Marketing/Base 2011
What are the biggest challenges?
What percentage of your time do you spend on social media?
What percentage of your budget do you spend on social media?
What are the biggest challenges?
Source: B2B Marketing/Base 2011
The time/resource issue
The time/resource issue
Centralised content
Structured plan
Hire content creators
Audit your expertise
Conclusions
Separate ‘social media’ from ‘content’
Content is what buyers want. Social media is ONE OF the ways
they get it
Conclusions
Centralise your content. It’s too time-consuming to do otherwise.
Conclusions
Use issue-based content to make your website work harder.
Conclusions
Think twice about data capture. Not everything is about lead
generation.
Conclusions
Social media is growing.
But its effect is still minimal compared to website/SEO.
Are you going to be the pioneer?
Download report from www.baseone.co.uk
linkedin: johnbottom
