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HomeShop at BookSurgeReligionBuddhismZen (see also Philosophy/Eastern/Zen)The BuyerSphere Project: How Businesses Buy From Businesses in the Digital Marketplace |
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| Customer Reviews: | | Average Customer Review: ( 3 customer reviews )
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3 of 3 found the following review helpful:
The truth about how B2B purchasing decisions are made Dec 15, 2009
By Lance Loveday
I've always admired Gord Hotchkiss' ability to put into words things that I experience only as gut feelings. He did it again with this book. I've felt for a long time that B2B marketers are missing the boat when it comes to online marketing. This book crystalized why, while shattering many of the myths that are still accepted as conventional wisdom. After deconstructing how the buying process actually works from the buyer perspective, the discussion turns to a primer on the shift we're experiencing toward digital marketing and how to capitalize on it.
The book is based on a lot of quality research. As such, the conclusions have some heft. This is not one person's opinion about how to do things. It's a well-researched guidebook on how B2B buying actually works - and how to develop a B2B marketing approach that acknowledges this reality.
A smattering of topics covered:
- The myth of the buying funnel
- The critically important role that risk avoidance and emotional triggers play in buying decisions
- The different concerns of Doers (Influencers) vs. Buyers (decision makers) and how to ensure the needs of each are met
- The power of face-to-face (A compelling, if somewhat surprising, conclusion in a book about digital marketing)
- The role that online plays in buying decisions
- How a company's web site can be used as a force multiplier in the sales process
- How those who grew up with the Internet (Digital Natives) generally use technology differently than older people (Digital Immigrants), and the implications for marketers as the Digital Natives increasingly become the decision makers
On one hand, the book reads like a cautionary tale. A compelling case is made that those companies that miss the current shift to the digital marketplace are in for a bumpy ride. That may be frightening for some. On the other hand, the book also argues for taking a more personal and human-focused approach to marketing and communications in general. It's hard to be disturbed by that. In fact, I found it oddly comforting.
This book made me see the B2B market more clearly, gave me a framework to help understand it, allowed me to see things from the buyer's viewpoint (always valuable), and ultimately helped me to understand where things are headed in the not too distant future. I found it to be remarkably insightful and thoroughly enjoyable and therefore recommend it for any B2B marketer or student of human nature.
1 of 1 found the following review helpful:
Must-Read for B2B Marketing & Sales Apr 02, 2010
By Stacy Williams
"stacywms"
Gord Hotchkiss and the folks at Enquiro are once again educating the rest of us with their groundbreaking research. `The BuyerSphere Project' is based on decades of authoritative studies from the fields of psychology, neurology, education, the diffusion of innovation, and more. Gord and his team built on this foundation with their own leading-edge research into how B2B buyers actually make purchases in today's digital world, proving that it's not the tidy, linear process we marketers wish it was. This compelling and accessible book ends with tactical recommendations that vendors can implement in order to increase their sales closing rate. It's a must-read for anyone in B2B marketing or sales.
1 of 1 found the following review helpful:
Enlightening Read for B2B Sales Executives/Professionals Jan 06, 2010
By Christopher Elwell
This book adds to the knowledge-base about the complex sales process. You'll experience some "ah-ha" moments when reading, and also get sound practical advice about online and in-person selling. Required reading.
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