Pierpont Communications, Inc.

"The Digital Influence: How Online Activity Impacts Buyer Behavior"

July 14, 2009

Buyer behavior has changed. The internet has given customers control over the sales process. Whether we are shopping for a new software product for our company, new carpet for our home, looking for a new investment or a place to volunteer, we all want - in fact, demand - access to accurate information, when and how we want it. And, once we've made our decision, we want it to be easy to buy.

This means that B2B marketers must change the way they interface with their audiences, from current and potential customers to investors and employees. Integration may be an overused buzzword but in this case, it hits the issue right on the head.

These days, the most successful B2B marketing, public affairs, investor relations or public relations campaigns - the ones with true ROI - are not siloed by department or division. When closely evaluated, we can see they are actually "integrated communications campaigns," reflecting customers' changing preferences and the growing influence of digital communications venues.

At Pierpont, we've addressed this hyperchange in B2B buyer behavior by investing in strong multi-disciplinary teams. Account teams not only have to cross practice areas - from marketing to investor relations, from public affairs to public relations - but team members must also bring a mix of tactical skills to the table including strategic planning, traditional media relations, search engine optimization, e-mail marketing and social media influence.

The other two buzz words we can't live without today - SEO and social media. These digital communications tools are established tactics in the consumer world, but they have been met with a large dose of skepticism by the B2B community, and little research or case studies on the effectiveness until the last 6 months or so. So what's the right mix for you?

In a nutshell, our initial advice can be summarized with three basic ideas:

It's ALL about your audience: Do you and your company need to be on Twitter? On Facebook? Is your Web site delivering on its potential? It all depends on where and how your audience is communicating, and the answer might surprise you.

We know that each of us is bombarded with messaging and advertising at every turn, often over multiple media at once. The most effective marketing strategies start by knowing exactly where your audience is and how they want to buy. Sometimes, it's not that hard to figure out - if people are talking about your industry on Twitter then get involved. If not, you can probably pass - for now. Make sure you monitor your audiences' communication choices often. They can change in an instant.

Think before you act: A well-defined, thoughtful strategy, backed by a clear plan and even some research is worth more than its weight in gold. With a plethora of available communications options it is easy to go wrong, either because we've simply picked the wrong communication methods, or we are using them in the wrong way. Each social media network, including YouTube, LinkedIn and Facebook, has its own culture that can work for or against you. Even in "traditional" tools, such as direct mail and media relations, the game has changed and continues to do so everyday. Any tactic can be effective if it reaches your audience and you use it correctly. The popular advice of digital communications leaders applies across the board here -listen, plan, listen again, then engage.

Constantly review and evaluate: Hyperchange is now the norm. One day you have a newspaper on your doorstep, tomorrow it has disappeared. Today, social media is all the rage and two months from now your favorite network could be irrelevant. To win in today's marketplace, successful communications campaigns of any kind need to be constantly monitored, evaluated and revised. It is possible to know exactly what you are getting for your effort. You can "fail fast" and put your money and time behind generating the results you seek.

Bottom line: the game has changed.

This rate of hyperchange can seem overwhelming, but there is a dramatic upside in developing a high-growth strategy. It has leveled the playing field and opened the doors for the few who are willing to grab market share from their slower moving competitors. The variety of communication tools available now allows us to segment audiences and customize messages in ways that weren't possible even 18 months ago. Social media has enabled the long imagined individual customer dialogue. The Web makes it possible for the big and the small to compete against each other.

Stop now and ask yourself: What will my customer be doing next time he wants to buy?

Will you be there?