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Industry-speci�c forums
Google Plus
Other online community sites
None of these
26%
18%
16%
10%
9%
5%
4%
50%
CHANNELS USED
Testimonial
Interview withcompany expert
External analyst
Peer review
Technical spec
‘How to’ guide
Industry comparison
Pricing info
– Usage +
TYPES
– In
�u
ence
+
Supplier website
Search engine
Advice form a friend
Industry speci�c intermediary
Industry speci�c online community
Sent by a friend
Online display ad
Wider advice
Social media
– Usage +
SOURCES
+ In
�u
ence –
Identifyingneed
Researching Solution
Researching Suppliers
FinalDecision
35%
25%
15%
5%
Business leader
IT
Finance
Sales
Procurement/ purchasing
AT EACH STAGE
38%15%15%
25%
24%15%
14%12%
11%9%
5%5%5%
40%
Owner/chairman/CEO/MD
Director/partner
General manager
Finance
IT
Operations
Production/technical
Procurement/purchasing
Admin/accounts
Sales
HR
Marketing
Legal
Other
IN THE PROCESS
21% 41% 4%
18% 41% 7%
19% 41% 5%
28% 42% 3% 1%
34% 33% 7% 2%
26% 41% 4% 2%
23% 43% 4% 1%
16% 38% 10% 2%
18% 33% 10% 3%
11% 42% 8% 1%
15% 33% 9% 1%
10% 22% 14% 1%
9% 28% 9% 2%
of needs
Product/service better than others
Heard of them before
Better understanding
Responded more quickly
More usefultechnical info
Provided morestrategic info
Better at building personal relationship
Communicated more frequently
Lower price
Brand stood out
Info easer to �ndon website
More creativemarketing
Website gave better impression
of the company
RATIONAL ATTRIBUTES
33%
27%
23%
27%
17%
13%
15%
15%
10%
5%
44%
45%
48%
45%
42%
39%
35%
37%
31%
16%
1%
6%
6%
5%
6%
6%
7%
9%
9%
31%
1%
1%
1%
1%
3%
2%
1%
3%
18%
Con�dent theywould deliver
Con�dent you werepaying a reasonable price
Con�dent of beingvalued
Good rapport with their reps
Pleasurable buying process
Proud to be associated with them
Excited about future opportunities with them
O�ered somethingunique
Brand presence was ‘cool’/’forward thinking’
Disappointed you had to compromise
EMOTIONAL ATTRIBUTES
CEOs and business owners are far more likely to be involved at the start and end of the buying process; IT are more likely to help with supplier selection in the middle. Procurement departments appear to have little in�uence.
1
Factual content, such as pricing and product specs, were the most frequently sought content. But opinion-based content revealed that the professional opinions of external analysts were much more in�uential than amateur reviews by peers.
Social media plays no part whatsoever in in�uencing 50% of buyers. Those who do use, tend towards industry-speci�c communities rather than the mainstream platforms of Twitter, Facebook or even LinkedIn.
‘Best price’ and ‘reliability’ were quoted as the qualities of the perfect supplier. The most quoted characteristic of the supplier actually chosen by our buyers was that they were familiar and could be trusted to deliver. Winning suppliers were also more likely to have used extensive email in their marketing.
2
4
3
Agree strongly
Tend to agree
Tend to disagree
Disagree strongly
WHAT BUYERS WERE LOOKING/HOPING FOR
Visit www.baseone.co.uk/buyersphere to download full report
