Wendy Covey
As industrial marketers, we are obsessed with the technical buyer - how they're researching new solutions, how they're creating their shortlist of suppliers, and when they're ready to talk to sales. Gardner Business Media recently published their Industrial Buying Influence Report to help us answer these questions.
Dave Necessary, Executive Vice President of Product Development at Gardner Business Media, stopped by the show this week to reveal the findings of Gardner's Industrial Buying Influence Report. Dave emphasized the importance of understanding the industrial buying process, and the role of trust in information sources. Dave shares the need for industrial marketers to adapt their strategies to meet the expectations of modern buyers. The conversation includes practical recommendations for marketers looking to enhance their outreach and engagement efforts.
Takeaways
- 65% of buyers are open to considering new vendors during the purchasing process.
- 98% of buyers look for alternatives when making a purchase decision.
- The buying team typically consists of three or more members.
- Multi-channel marketing is essential for reaching buyers effectively.
Resources
Wendy Covey
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.