Social Media Supports Changing B2B Buying Landscape

B2B marketers understand that they are operating in a different environment for a variety of reasons. These include a tighter economy, more rigor around business decision-making and the growing importance of social media in all B2B industries.

Two recent charts with survey data from Marketing Sherpa show a changing landscape of B2B transactions. The first shows the change in average deal size from 2010 to 2011. More than half of the deals closed by B2B companies are under $10,000, with the largest number of them (32%) between $1,001 and $10,000. This indicates that many of the larger deals, sometimes thought of as the hallmark of B2B sales, are not happening in the same numbers as before. It is easy to speculate that this is partially the result of the economy, and companies are just not spending the way they have in the past.
B2B-sales-deal-size

The second chart shows that the length of the buying cycle is shorter. This is defined from first lead inquiry to purchase. While the most common cycle is 1-3 months in both 2010 and 2011, the number increased in 2011. The number of responses of less than a month also increased. There were fewer in the ranges of 4-6 months and 7-12 months in 2011, and only cycles of more than a year held steady. This follows the first chart pretty naturally. If sales are down then the time to complete those sales is shorter.
B2B-sales-cycle

B2B Social Media Marketing Takeaways:
1. If you sell an expensive, complex product, it is more important than ever to embrace social media. With fewer sales in 2011, does 2012 look any different? This means that every customer and prospect is more important to your sales conversion. You need to work harder to discover new leads and work harder to retain customers. Social media can assist with both discovery and retention.

2. Consider expanding service offerings or other smaller sales to support larger customers. If buyers are not upgrading products or systems, they will require more support in the near term. Look for ways that social media influenced content (ebooks, custom videos) can support those relationships in the absence of enhanced paid support models.

3. One of things that we have learned about the buying cycle in the social media era is that prospects contact a sales rep after 60% of the cycle is complete. This means that a company no longer contacts you for general information, but they seek it out themselves from the web, including social media platforms. This makes a social media presence an important part of reaching prospects. Your B2B company needs to demonstrate expertise by sharing valuable information to be included in the consideration phase of the buying cycle. This is no longer a linear process and there are many stops along the way.

How have your B2B buying cycles changed and are you able to use social media to address these changes?

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