GROUP. MIND. SET.
HOW GROUP DYNAMICS IMPACT B2B DECISIONS.

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Influencing the five-plus decision-makers responsible for a major business-to-business purchase decision can feel like an impossibility.

B2B Marketing, in conjunction with leading full-service global B2B agency gyro, set out to find the truths about today’s group dynamics.

Key findings include:
  • 97% of B2B marketers have a preferred vendor in mind before the purchase group is established.
  • In 84% of cases, the group contains an individual who acts as champion for the winning vendor.
  • More than two-thirds of respondents cited content, research and expertise as the most likely ways to influence decision-makers prior to the group’s formation.
“The decision is often made even before the selection process for a new vendor or an RFP has even started. It questions the efficacy of an email nurture programme that kicks off only after a customer has watched a webcast or has downloaded a white paper about a specific topic; because by the time you score them up, it’s just too late.”
Simon Mouyal, Chief Marketing Officer, Medidata

To ignite your brand or business, contact [email protected]

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