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
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