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April 07 2010 5:43 PM

Inside the Mind of the B2B Buyer


Everyone’s talking social media. But are buyers really listening? The Creative Lewisham B2B Marketing Buyersphere Report - launched today - lifts the lid on the channels that different buyers really use for information and what this means for B2B marketers.

The impact of the digital revolution and the rapid proliferation of marketing channels, tools and techniques is having a profound impact on how B2B brands talk to their audiences. But whilst the likes of blogging, social media, online video etc. are very exciting opportunities to potentially engage your customers, how much do buyers really use them? And how does this compare with more traditional forms of media?

These are amongst the questions that the Buyersphere Report, developed by Creative Lewisham and B2B Marketing, set out to establish.
The report - which can be downloaded here - is based on a survey of 503 business buyers who have been involved in a purchase worth at least £20,000 in the last 12 months. The survey was carried out by Toluna, with analysis of the results by Creative Lewisham, McCallum Layton and B2B Marketing.

The report maps the influence and frequency of use of key information channels at three different stages of the buying process: need definition, supplier identification and supplier selection. In doing so, it has unearthed some key patterns that will help marketers plan more effective buyer communications…