the automation buying cycle

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5 Νοε 2013 (πριν από 3 χρόνια και 7 μήνες)

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Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

How and when prospects use
marketing content throughout
the automation buying cycle

An exclusive study conducted by

Automation World
magazine


Analyzed by David Newcorn, VP/Digital & Custom Media

dnewcorn@summitmediagroupinc.com


Conducted May 2011 Analysis released June 2011

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

As automation buyers
conduct their research…


WHERE do they get their information?


WHICH content works best (videos, white
papers, anything else, etc.)?


WHEN in the buying cycle do they use
different kinds of content?

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

And the big question…


How to reach MORE prospects
SOONER in the buying cycle?


Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Reviewing the stages of the B2B buying cycle

Pre
-
Internet


Your sales person
was consulted
throughout all
four stages

direct control of
the buying
conversation

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Reviewing the stages of the B2B buying cycle

TODAY


Early/middle stages:

Magazines • Internet

Peers • Trade shows

Vendor web sites

(No direct control)

Later stages:

Your sales reps

(Direct control)

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.


Survey sent by e
-
mail to a portion of Automation World’s e
-
mail database April 2011


Weeded out suppliers and non
-
qualified respondents


Result: 339 automation end users or system integrators


82% bought/specified automation in last 12 months

Methodology

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Demographics of respondents

Age

12% 29 or younger

36% 30 to 45

17% 46 to 50

35% 51 or older


Gender

4% Female

96% Male


Level

12% Technician

53% Professional Staff

19% Manager

17% Executive Mgmt.




Type

52% Process

24% Discrete

24% Systems integration


Job duties

63% Engineering

14% System integrator/consultant

7% Executive management/finance

5% Operations

5% IT

6% Other


Company size

28% Under 100 employees

28% 100 to 999 employees

44% 1000+ employees

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Buying cycle information sources

% of respondents

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Trade media & trade shows

% of respondents who use
trade media and trade shows

at each stage of the buying cycle

0%
10%
20%
30%
40%
50%
60%
Stage 1
Stage 2
Stage 3
Stage 4
Trade magazine print
Trade magazine digital
Trade shows
User group conferences
Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Search engines

% of respondents who use
search engines
at each stage of the buying cycle

0%
10%
20%
30%
40%
50%
60%
Stage 1
Stage 2
Stage 3
Stage 4
Trade mag print
Trade mag digital
Search engines
Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

% of respondents who use
vendor sales people and Web sites

at each stage of the buying cycle

Vendor sales people and Web sites

0%
10%
20%
30%
40%
50%
60%
Stage 1
Stage 2
Stage 3
Stage 4
Automation supplier Web
sites
Automation supplier
personnel
Local distributor
Trade mag print
Trade mag digital
Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Peers & customer references

% of respondents who
talk to peers and customer references

at each stage of the buying cycle

0%
10%
20%
30%
40%
50%
60%
Stage 1
Stage 2
Stage 3
Stage 4
Trade mag print
Trade mag elec
Talk to peers
Customer refs
Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Social media

% of respondents who
rely on social media including online

automation
-
specific forums
at each stage of the buying cycle

0%
10%
20%
30%
40%
50%
60%
Stage 1
Stage 2
Stage 3
Stage 4
Trade mag print
Trade mag digital
Automation forums
Ask question on LinkedIn,
Facebook, Twitter
Marketing gap

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Blogs and podcasts

% of respondents who
rely on social media including blogs, podcasts, and online
automation
-
specific forums
at each stage of the buying cycle

0%
10%
20%
30%
40%
50%
60%
Stage 1
Stage 2
Stage 3
Stage 4
Trade mag print
Trade mag digital
Blogs by experts
Podcasts
Marketing gap

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Age differences

% of respondents who use print
vs

online trade media

during the buying cycle

Very little
difference!

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Changing gears

Which KINDS of content do prospects use
at each stage of the buying cycle?

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Content used in buying cycle

% of respondents

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Article types used in buying cycle

% of respondents who rely on these at each stage of the buying cycle

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Webinars, videos & white papers


% of respondents who rely on these at each stage of the buying cycle

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Later
-
stage buying cycle content


% of respondents who rely on these at each stage of the buying cycle

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Main business driver behind most recent
automation project

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

For your most recent automation project,
how did you start your path to purchase?

Marketing gap


No direct
control over
conversation

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

How often do you depart from your standard automation
supplier for best
-
in
-
breed solution vs. 3 yrs ago?

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

What were key influences in selecting a
vendor you recently chose?

Branding pays!

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Key factors in selecting a recent
automation product or system

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Which best describes budget process

for most recent project

Marketing can
influence non
-
budgeted purchases

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

What has changed in the way you research
automation buying decisions vs 3 yrs ago?

Fill the marketing gap
with content

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Who has the most authority to specify
brands and types of automation systems?

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Conclusions


The way people are researching is shifting control of the buying
conversation away from your site and your reps…


… toward prospects who gather info online, in print, at events,
talking to peers.


Prospects form opinions on your capabilities before your sales
people have a chance to correct misimpressions.


Branding pays! Over half of respondents cite “well
-
known brand”
for selecting vendors.



Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

The marketing gap

MARKETING GAP

No direct control of
the buying
conversation


Direct control of
conversation through
your site and sales
reps

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Fill the marketing gap


Produce a steady stream of informative,
substantive content


Place this content where prospects look most
for early
-
stage research

trade media


Influence MORE prospects EARLIER in the
buying cycle

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Targeting content to stages


Create content targeted to each buying cycle stage


Later
-
stage content ideas:


Vendor comparison charts


Assessment tools (Web forms or calculator tools)


“Boardroom powerpoint” especially


Benchmark peer data (tough to get, but great if you do)


Videos, case studies, customer testimonials still good

Automation Buying Cycle Study

© 2011 Summit Media Group, Inc.

Questions?

David Newcorn

VP/Digital & Custom Media

automation World

312/238
-
9315

dnewcorn@summitmediagroupinc.com