Gilroy Launch Marketing Report to Help B2B Organisations Address Changes in Buyer Behaviour

Gilroy, the home of great B2B marketing has developed a marketing report to help organisations address significant changes in the B2B buying process.


WEBWIRE – Thursday, November 29, 2012

After decades of gentle evolution, decision making for B2B customers is changing at a scale and pace never seen before. Gilroy, the home of great B2B marketing has developed a marketing report to help organisations address significant changes in the B2B buying process.
 
The report will offer advice on how organisations can grow their digital footprint and provide a connected journey for customers from initial research, through information gathering and to sales engagement. As well as technological changes the report also analyses the relationship peers now have on the decision making process. Issues addressed include; if peers are still regarded as the number one source of information or if blogs, forums and user groups are replacing calls to colleagues and conversations over coffee?
 
The report provides insight into how business decision makers use the web or social media in the early stages of the buying process and the level of research undertaken online before key decisions are made (e.g. 98% of professional now regularly visit two business sites a week to source information, 63% visit over six). Readers will also be able to find out how customers can be touched at every stage of the buying process through social media.
 
Discussing the report, Kevin Sleap, Senior Partner at Gilroy said: “Our research indicates that there has been a significant change in the B2B market. For marketing to be effective, content still needs to be credible and supported by evidence but now it must also be presented in context to the challenges of the intended audience. In the past marketers would reach out to groups of people who they suspected should be interested in their business. Success relied on an innate ability to reach the right person with the right message at the right time.”
 
“But this has changed, 60-70% of purchase decisions are now being made ahead of any direct sales engagement. The emphasis has now moved to understanding how customers and prospects view the tasks they face, and then using the internet and social media providing them with the information they require for their decisions,” concluded Sleap.
 
Additional topics discussed within the report include: branding, demand generation, web builds, blogging, engagement models, outsourcing and stakeholder engagement.
 
The report is available as a PDF and an optimised tablet version. To download the report please visit: www.gilroy.co.uk/knowledge/changesinb2b.
 
About Gilroy

Gilroy is the home of great B2B marketing. For over 30 years, we’ve successfully worked with many of the world’s leading B2B brands. We combine the latest thinking and techniques with good old fashioned values of loyalty, respect, integrity, commitment and collaboration. Our unique approach of Brand & Demand means we don’t just think; we do.
 
If you would welcome a long-term relationship, based on openness and accountability; Welcome Home.
 
For additional information please visit: http://www.gilroy.co.uk.
 



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