Transforming the B2B buying Process Survey

1. Were you involved in the purchase of a business solution or system in the past 12 months?

Were you involved in the purchase of a business solution or system in the past 12 months? Yes

2. What was your role in the selection of the final solution (check all that apply)?

What was your role in the selection of the final solution (check all that apply)? Recommender (Developed Project Guidelines/Vendor Selection Criteria)

Influencer (Helped Develop the need)

Decision Maker (Made the Final Decision)

Buyer (Approved/Allocated Budget)

Other (please specify)

3. How would you describe the budgeting/approval process for this recent solution purchase?

How would you describe the budgeting/approval process for this recent solution purchase? Budget for project was approved and allocated during beginning of the year

Budget was determined post multiple bids

Budget was allocated as part of a larger line item once need was established and ROI was clearly demonstrated

Budget was taken from another line item after need was established/clear ROI was proven

Determined potential impact through other adopters and built a business case for immediate adoption, received approval although project was unbudgeted

Other (please specify)

4. How would you say the buying/decision-making process changed for your most recent purchase versus other purchases you have been involved with in recent years (please check all that apply)?

How would you say the buying/decision-making process changed for your most recent purchase versus other purchases you have been involved with in recent years (please check all that apply)? Utilized a wider variety of sources to research options

Relied more on live customer feedback/recommendations

Did more detailed analysis of costs/ROI of solution before finalizing decision

Took more time to research and consider solutions

More internal team members provided their input into decision process

Fewer internal team members provided their input into decision process

5. Did the buying process follow a traditional path where a budget was established, criteria outlined and then an RFP distributed to a pre-set list of solution providers?

Did the buying process follow a traditional path where a budget was established, criteria outlined and then an RFP distributed to a pre-set list of solution providers? Yes

6. If no, please check the characteristics that would accurately describe how the selection process took place (check all that apply)?

If no, please check the characteristics that would accurately describe how the selection process took place (check all that apply)? Started with informal research/information gathering around a business challenge

Engaged with peers who had addressed the challenged and learned more about the solutions/processes they had used

Researched papers/postings from thought leaders in the space

Conducted anonymous research of a select group of vendors via their website and other public information

Followed industry conversations/coverage of topic and that knowledge accelerated engagement with one or more potential solution providers

7. What marketing/media channels influenced your selection of solution provider in this purchase (check all that apply)?

What marketing/media channels influenced your selection of solution provider in this purchase (check all that apply)? Search

Email Offers

White Papers/Ebooks

Webinars

Conferences/Trade Shows

Direct Contact from a Sales Representative

Vendor Web site

Social Media

8. Please rank the order of influence that each of the following media channels had on your decision (please rank from 1-8 in importance, with 1 being most influential in your selection, 8 being least influential.)

	1	2	3	4	5	6	7	8
Search	Please rank the order of influence that each of the following media channels had on your decision (please rank from 1-8 in importance, with 1 being most influential in your selection, 8 being least influential.) Search 1	2	3	4	5	6	7	8
Email Offers	Email Offers 1	2	3	4	5	6	7	8
White Papers/Ebooks	White Papers/Ebooks 1	2	3	4	5	6	7	8
Webinars	Webinars 1	2	3	4	5	6	7	8
Conferences/Trade Shows	Conferences/Trade Shows 1	2	3	4	5	6	7	8
Direct Contact from a Sales Representative	Direct Contact from a Sales Representative 1	2	3	4	5	6	7	8
Vendor Web site	Vendor Web site 1	2	3	4	5	6	7	8
Social Media	Social Media 1	2	3	4	5	6	7	8

9. If you used social media in your research and vendor selection process, please list the ways you utilized social media to research your solution purchase?

If you used social media in your research and vendor selection process, please list the ways you utilized social media to research your solution purchase? Posted questions on social networking groups/sites looking for suggestions/feedback on how others solved the business challenge?

Followed discussions/conversation/threads to learn more about the topic

Engaged with thought leaders in the space through social networks

Connected directly with potential solution providers via social networking channels

Did not use social media

10. If you used social media in your research and vendor selection process, which channels influenced your decision at different phases of the purchase cycle (check all that apply)?

	Solution Analysis	Problem Identification	Negotiation	Solution Evaluation
Twitter	If you used social media in your research and vendor selection process, which channels influenced your decision at different phases of the purchase cycle (check all that apply)? Twitter Solution Analysis	Problem Identification	Negotiation	Solution Evaluation
Linkedin	Linkedin Solution Analysis	Problem Identification	Negotiation	Solution Evaluation
Facebook	Facebook Solution Analysis	Problem Identification	Negotiation	Solution Evaluation
Blogs (Corp or Personal)	Blogs (Corp or Personal) Solution Analysis	Problem Identification	Negotiation	Solution Evaluation
Social Bookmarking sites (Digg, Delicious, Reddit, etc.)	Social Bookmarking sites (Digg, Delicious, Reddit, etc.) Solution Analysis	Problem Identification	Negotiation	Solution Evaluation

Other (please specify)

11. Once you had decided to research a solution provider for this business challenge, how important were the following factors in selecting the provider you ultimately chose to work with (please rank from 1-8 in importance, with 1 being most influential in your selection, 8 being least influential)?

	1	2	3	4	5	6	7	8
Timeliness of their response to questions/inquiries	Once you had decided to research a solution provider for this business challenge, how important were the following factors in selecting the provider you ultimately chose to work with (please rank from 1-8 in importance, with 1 being most influential in your selection, 8 being least influential)? Timeliness of their response to questions/inquiries 1	2	3	4	5	6	7	8
Relevance of the information the company provided based on my questions	Relevance of the information the company provided based on my questions 1	2	3	4	5	6	7	8
The amount of research/thought leadership the company provided to support our research efforts	The amount of research/thought leadership the company provided to support our research efforts 1	2	3	4	5	6	7	8
The company’s involvement as a thought leader in industry online communities, blogs, etc.	The company’s involvement as a thought leader in industry online communities, blogs, etc. 1	2	3	4	5	6	7	8
Recommendations/references from companies similar to ours	Recommendations/references from companies similar to ours 1	2	3	4	5	6	7	8
Ranking from industry analysts/trade press	Ranking from industry analysts/trade press 1	2	3	4	5	6	7	8
Branding campaigns in industry publications	Branding campaigns in industry publications 1	2	3	4	5	6	7	8
Positioning at industry conferences/trade shows	Positioning at industry conferences/trade shows 1	2	3	4	5	6	7	8

12. Did you feel like the solution provider you chose provided you with ample content to help you navigate through each stage of the buying process?

Did you feel like the solution provider you chose provided you with ample content to help you navigate through each stage of the buying process? Yes

13. If yes, which types of communication/content did you feel were most helpful in your research process (check all that apply)?

If yes, which types of communication/content did you feel were most helpful in your research process (check all that apply)? General best practices

White papers supporting the business case/impact of the solution on our type of business

Case studies of successful implementations

Documents/Tools that supported the ROI justification for the project

Vendor Comparison Analysis

14. After your purchase decision was finalized and the solution was implemented, did you share learning from your research and buying process with others?

After your purchase decision was finalized and the solution was implemented, did you share learning from your research and buying process with others? Yes

15. If yes, what forums did you use to share your experiences (check all that apply)?

If yes, what forums did you use to share your experiences (check all that apply)? Shared insights via blog postings.

Tweeted about experience with vendor on Twitter.

Shared specific results we achieved with peers via one on one discussions

Answered questions posted on Linked In?

Participated in discussion forums on Linked In other social networking sites?

Served as a refererence/case study for the solution provider?

16. How would you rank the alignment and communication between the sales and marketing departments and the solution provider during your research and consideration phase?

How would you rank the alignment and communication between the sales and marketing departments and the solution provider during your research and consideration phase? Excellent

Good

Fair

Poor

17. Was the consistent and relevant communication provided by both the sales and marketing organizations a key influence in choosing that company as your solution provider?

Was the consistent and relevant communication provided by both the sales and marketing organizations a key influence in choosing that company as your solution provider? Yes

18. How was your first point of contact made with your sales rep?

How was your first point of contact made with your sales rep? They contacted me cold

They contacted me after I asked for further information from their website

I called them directly

I chatted with them on their website via live chat

Other (please specify)

19. At any point in the process did you ever feel “Sold to” or “Marketed to”?

At any point in the process did you ever feel “Sold to” or “Marketed to”? Yes

If Yes, Can you name any examples?

20. Overall, did you consider this a positive experience?

Overall, did you consider this a positive experience? Yes

Comments?

21. Vertical Industry?

Vertical Industry? Business Services

Finance

Healthcare

Manufacturing

Media & Internet

Retail

Software

Telecom

Tech

Other (please specify)

22. Company Revenue?

Company Revenue? Less Than $50M

$50M To Less Than $250M

$250M To Less Than $1B

$1B And Up

23. In order to be included in a random drawing to win an Amazon Kindle, please provide the information below:

In order to be included in a random drawing to win an Amazon Kindle, please provide the information below: First Name:
Last Name:
Company:
Email:

24. Job Role?

Job Role? Marketing

Sales

Executive

Other (please specify)

25. If we have any follow-up questions for an article/whitepaper we’re writing, may we contact you?

If we have any follow-up questions for an article/whitepaper we’re writing, may we contact you? Yes (Note: question #24 must be answered)