KELOWNA, British Columbia, Apr 30, 2009 (BUSINESS WIRE) -- Findings from a new comprehensive study on B2B buying by Enquiro show a difference in vantage points between buyers and their drive to eliminate risk, and vendors who assume a rational buying process. The research identifies a common "risk gap" that will depend on a number of factors, including a vendor's physical presence in the market, the number of people involved in the buying organization, and a product's recognized differentiation.
When businesses buy, risk - and the subjective human evaluation of risk - complicates the marketer's buying funnel model. "It's easy for us as marketers to oversimplify rather than bring out the real distinctions in the marketplace. In looking at some of the grey areas, this research is going to help us all be better aligned with real-world customer behavior," says Mark McMaster, Google's Senior Planner of B2B and Technology Markets. Ben Hanna, VP of Marketing at Business.com, adds, "I want to emphasize how important this research is to providing B2B marketers a more realistic, and ultimately more useful, understanding of the business buying funnel."
In the 18-page paper titled Mapping the BuyerSphere, author Gord Hotchkiss examines different buyer roles, the identified risk control mechanisms, and the relative effect of a vendor's credibility and positioning. The paper also presents a mapping process for marketers to gain the necessary external perspective on their products, marketplace, and business buyers in order to more effectively reach and engage their potential customers.
The white paper and accompanying webinar are part of Enquiro's ongoing B2B Expert Series, and are available at www.enquiro.com/b2bresearch. The study is published by Enquiro with the help of Google, Business.com, Marketo, Demandbase and Covario.
Source: http://www.marketwatch.com/
In the 18-page paper titled Mapping the BuyerSphere, author Gord Hotchkiss examines different buyer roles, the identified risk control mechanisms, and the relative effect of a vendor's credibility and positioning. The paper also presents a mapping process for marketers to gain the necessary external perspective on their products, marketplace, and business buyers in order to more effectively reach and engage their potential customers.
The white paper and accompanying webinar are part of Enquiro's ongoing B2B Expert Series, and are available at www.enquiro.com/b2bresearch. The study is published by Enquiro with the help of Google, Business.com, Marketo, Demandbase and Covario.
Source: http://www.marketwatch.com/
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