Summit APAC Sessions Know Your Buyer Findings from the 2019 Buying Study for APAC

Buyer Insights: Findings from the 2019 B-to-B Buying Study

Tuesday 15 October 2019 | 10:20 - 10:55

Speaker(s):  Amy Hayes, Paul Dolan

Focus: Operationalize, Optimize

Priorities: Personas and Buyer Insights, Program Design and Activation, Demand Creation

Developing deep insight into buyer preferences and behaviours sets high-performing organisations apart. When businesses go to market also through the channel they can be further challenged to acquire buyer knowledge to design campaigns and programs that resonate with buyers and partners. Whether a business sells direct or indirect, marketers need data-driven buyer insights to guide messaging, content and interaction points to more effectively advance buyers through their journey and increase contributions to pipeline and revenue.

This presentation will share data from the 2019 B-to-B Buying Study, highlight key insights into APAC specific learnings and will provide the following benefits for sales, marketing and product management:

● Discover buyer preferences across different market segments to successfully deliver global campaigns into the region or create local market campaigns

● Learn how buying complexity impacts group behaviour in the buying decision process and how to respond

● Understand practical steps for addressing b-to-b buyers via direct and indirect routes to market