Intelligence Driven Marketing: The B2B Marketers Blog

Sep 9 2013   2:06PM GMT

3 Interesting Findings from our APAC IT Buyer’s Survey



Posted by: Jon Panker
Tags:
APAC
B2B Marketing
BANT
Buyer's Survey
Content Marketing
Global Marketing
Research
Technology Marketing

9-4-2013 4-09-25 PM
Our annual APAC IT Buyer’s Survey is one of the most popular pieces of research we produce.

It drills down into the steps technology researchers take prior to making a purchase and highlights differences among the major geos in the region. Here are a few key findings from this year’s edition of the survey:


BANT (Budget, Authority, Need, Timeline) is an unreliable barometer for qualifying a sales opportunity. Why?

BANT 2

  • Budgets and timelines shift over the course of the research journey. Purchasing authority is seldom centralized with a single individual.
  • In most cases, a team of researchers evaluate vendors and solutions. Often, the technology specialists can veto buying from a provider they dislike.
  • Accurate BANT data is tough to collect, regardless of how you try to gather it. Early- and mid-stage researchers are unlikely to be honest with
    you about their companies’ purchasing plans.

Marketers need to maintain a strong media mix “right sizing” their investments in online campaigns and offline events to effectively influence buyer.

  • Some of the more traditional markets like China, Japan and India are seeing
    online research start to carry significant weight in the overall buying process.
  • Online activity accelerates as a purchase nears. Most buyers download multiple
    assets prior to making a purchase.
  • SIs and consultants are influencers in the purchasing process, typically recommending
    or specifying solutions and vendors.

Whitepapers are widely viewed as useful content in supporting technology purchases.

whitepaper

  • Most whitepaper downloads occur when a project is planned or as the company is building its business case.
  • Relevancy trumps brand familiarity when it comes to determining whether to read a whitepaper. Most have downloaded a paper from a vendor they did not know because the content related to a current project.
  • Few buyers want to receive a call immediately following a single download. Instead, they prefer to be introduced to additional content before feeling comfortable with a direct engagement with the vendor.

I’d be happy to review the results in greater detail with you. Feel free to shoot me an e-mail if you’d like to set up time to speak.ot know because the content related to a current project.

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