Thursday, May 7, 2009

CYB by B2B?

A study of over 3,000 business buyers finds “99% of B2B buying is about covering your butt."

It suggests that B2B buying is driven largely by attempts to control personal and organizational risks.

So how do you improve conversion rates in a world where business buyers are very conservative and afraid of rocking the organizational boat, especially at a time when companies are very risk averse?

That's the question posed on Twitter by @B2BOnlineMktg.

It argues that the standard model of business buying as a thorough, rational, step-by-step process isn’t accurate.

The post at Business.com's SmartBusinessResults provides some thoughts on how to tackle this fear in your Web content and marketing copy.

Sounds sadly like we are back in the 50s where IBM ruled the world and the book, Revolutionary Road was, well, revolutionary.

P.S. You can follow me on Twitter too at JuliePower.


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