Unlock the Secrets of B2B Decision Making: Debunking Myths

Exploring the validity of commonly held B2B market research beliefs

When it comes to conducting research among B2B audiences, i.e. decision-makers in organisations, it’s easy to forget that they’re human, too. It is humans who makes supplier decisions, even if there is a procurement process and scorecard. It is humans who form relationships with people at the supplier company during the sales process. It is humans who experience the brand and the product or service and the customer service.

Humans make human decisions

 Which means when it comes to marketing to B2B organisations – and researching these decision processes – on a basic level we need to think about the decision makers in a similar way to how business-to-consumer organisations think about their consumers: as fellow humans making decisions.

First and foremost, this means throwing aside the conventional wisdom that there is no emotion involved in the decision.

Before we get to that insight, however, we need to conduct the research. In the same way that we need to think like B2C organisations about the human at the receiving end of the product or service, the same lessons of B2C research can be applied to conducting research with businesses: we need to provide a good research experience, otherwise we stand the chance of diluting our research insights, or missing them altogether.

Investigating the myths surrounding B2B research

Myth: Digital technologies, like asynchronous communities, are not appropriate.

Not true. Very often, if they can complete the research in their own time online, it is far more appealing (and easier to recruit) than recruiting for a set time. Of course, online tasks and questions can’t be too laborious (for example, a single task should be limited to 10 minutes of their time). As with any research, sometimes in-person is the better methodology, so you still need to consider the profile of the person you wish to speak to as well as the research objective as to whether you should use one-on-ones or groups, and whether that should be virtual or face-to-face, but we find offering the option for one-on-ones decision-makers tend to choose virtual.

Myth: social media has no influence on the purchase decision so there’s no value in researching it.

Not true. B2B decision-makers are on social media, both in a personal capacity and a professional capacity. Research by Nielsen shows that ads seen on LinkedIn raise the profile of the brand, leading to a short-term uplift in sales performance. It is an extremely effective channel for B2B marketing, with high open and engagement rates. Social media also provides an insight into their interests, and even their bugbears, so social listening for B2B marketers shouldn’t be excluded. After all, they’re just human and what excites and frustrates them could give you inspiration for reaching them professionally.

Myth: Don’t use projective techniques.

Not true, however you cannot take successful B2C projective techniques and recycle them. B2B participants are used to giving their opinions and straight-talking, so instead of indulging in an exercise like a brand party projective, they see straight through it and will avoid answering the way you want them to. However, using techniques that play to their expertise, such as being in charge of launching a product or giving advice to someone else, can be successful if you give them the room to offer their opinion and expertise.

Myth: Feigning ignorance should be avoided.

True. As mentioned, they’re used to being asked for their opinion and focusing on the key issues at hand. Spending time in the research asking them to explain something in more detail is likely to lead to them dummying their language down and not sharing their true opinion in fear the moderator wouldn’t understand (not to mention precious time being spent on the explanation). Researchers should explain that they have a good working knowledge of the topic (and they should make sure that they do) and that participants shouldn’t dummy down their responses on their behalf but that they will ask for clarity if there’s anything (especially industry jargon and acronyms) that they’re not familiar with. Research should also allow time upfront to understand the participant’s role, organisation, unique frustrations and challenges in order to create context for the detail that will be shared.

Myth: Just ask them.

True. This applies across research questions. Again, they’re used to being asked for their opinion so stating your purpose and asking what they think is far more likely to generate useful insights and findings than trying to beat around the bush. That also means that interviewers should avoid long batteries of questions and instead plan to ask fewer, more focused questions as participants are prepared to (and will) give long, detailed responses.

Myth: there’s no value in exploring adjacent services or out-of-category experiences.

Not true. Having the sale is not enough. The relationship is much longer and deeper than the sale alone and the more embedded the relationship, the less likely they are to stray. However, once you’ve made the sale, you need to make sure that you continue to provide valuable content and great customer service and experiences. Use research to ask them what they value and to give examples of other services and products that are delivering on this. One can even ask for B2C examples that they love as it gives an indication of what works, resonates and cuts through with the individual.

Engaging research is important, regardless of the sample profile

 B2B research should never be dry and dull. Yes, we’re speaking with experts who expect to be treated as such, however research still needs to be engaging in order to provide the insights that will enable B2B companies to deliver exceptional customer experiences and build long term relationships. You could even consider asking them to share funny anecdotes, nightmare experiences and stereotypes in their industry.

Most importantly, consider that B2B marketing is as much about cutting through the clutter and noise so it’s in your interests to get the research right.