From Marketing Sherpa: B2B Buying Processes for Large Purchases are Changing…


Driven by economic circumstances, the buying process for large and complex purchases is changing. Marketers who are aware of changing buyer behaviors, such as the use of information resources, will be better able to align their selling process with the buying process to improve effectiveness.

The most dramatic change… is the shift from face-to-face events and tradeshows to virtual events and virtual tradeshows. Attendance at face-to-face events and tradeshows has substantially declined primarily due to cutbacks in travel budgets. Instead, many buyers and influencers in the buying process turned to virtual events and tradeshow in the first half of 2009 for obtaining product, service and vendor information.

Some other highlights:

  • 30% increase in use of virtual events to find information (largest increase of all venues)
  • 37% decrease in use of live events/trade shows
  • 24% increase in technology B2B websites  

Here is a link to the article:


1 Comment

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One response to “From Marketing Sherpa: B2B Buying Processes for Large Purchases are Changing…

  1. All great ideas but I would also add another item to it: consider doing a virtual event/meeting. Virtual events and meetings are a great way to stay in front of customers, generate new leads and help close business already in the pipeline. These solutions are being deployed so rapidly by companies that the market is projected to exceed $18 billion by 2015. If you are interested in how you can use virtual environments attend the Virtual Edge Summit Feb. 22-23 (virtually or in-person if you are in/near Silicon Valley). There is no registration fee if you take a short survey.

    Virtual Edge Summit 2010 is the only event that focuses exclusively on providing education, training and solutions for planning and producing virtual events, meetings and communities. Over 2 days, 80 experts will share their experience with you, and be available for one-on-ones. The event also offers a rich program for featuring experts from Cisco, Stanford, IBM, Disney SAP, Oracle, Intel as well as top virtual technology and service providers like InXpo, ON24, 6Connex, Stream57, CGS VirtualEvents365, George P. Johnson, Unisfair and Digitell.

    When: February 22-23, 2010 8am until 6pm

    Where: At the Santa Clara Convention Center in California and virtually in browser based virtual environments offering 2D and 3D experiences.

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