1 The Process of B2B Buying

2 The Discovery Process  Your Most Valuable Prospects  Their Most Important Issues  Their Most Important Influences  How And Why They Choose To Buy  Your Most Valuable Prospects  Their Most Important Issues  Their Most Important Influences  How And Why They Choose To Buy

3 Your Most Valuable Prospects

4  Beyond Demographics  Companies and Roles  Characteristics  Environment  Situation  Data Quality  Beyond Demographics  Companies and Roles  Characteristics  Environment  Situation  Data Quality

5 Their Most Important Issues

6  How do they describe them?  Challenges ~ Capabilities  Interesting vs. Important  Key Symptoms  Consequences  Trigger Events  How do they describe them?  Challenges ~ Capabilities  Interesting vs. Important  Key Symptoms  Consequences  Trigger Events

7 Their Most Important Influences Blogs

8 Their Most Important Influences  What are they looking for?  Where do they search for answers?  Who do they know?  Who do they trust?  What do they read?  What are they looking for?  Where do they search for answers?  Who do they know?  Who do they trust?  What do they read?

9 How and Why they Choose to Buy

10 The Process of B2B Buying IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO

11 Aligning the Buyer and the Vendor At each stage: Who is likely to be involved? What are they likely to be looking for? PROSPECT At each stage: What do we need to know? How can we help them move forward? VENDOR IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO

12 Measuring Progress IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO Process of B2B Buying SUSPECTS ENQUIRIES MARKETING QUALIFIED LEADS SALES QUALIFIED OPPORTUNITIES PROPOSED SELECTED WON/LOST

13 Diagnosing Bottlenecks IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO How many projects leak at each phase, and why? LEAK How long do projects take to pass through each phase? LAG

14 What Vendors Need to Know... 1.What problem(s) do you solve? 2.Who do you solve them for? 3.How do they know they have a problem? 4.How can you ensure they consider you? 5.How can you ensure they choose you? 6.How can you ensure they approve you? 1.What problem(s) do you solve? 2.Who do you solve them for? 3.How do they know they have a problem? 4.How can you ensure they consider you? 5.How can you ensure they choose you? 6.How can you ensure they approve you?

15 Status Quo IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO

16 Recognise an Issue IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO

17 Research Options IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO

18 Engage Vendors IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO

19 The Critical Transition IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO

20 Evaluate Vendors IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO

21 Select Preferred Option IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO

22 Approve Purchase IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO

23 Implement IMPLEMENT APPROVE SELECT EVALUATE ENGAGE RESEARCH RECOGNISE STATUS QUO