Madison Logic 2022 Future of Work Buyer Report Breaks Down Evolving Post-Pandemic B2B Buyer Behavior
Madison Logic, the leading global digital Account-Based Marketing (ABM) platform, today released its new State of the Buyer Report: Future of Work Edition, which examines data on five topic areas that are fueling conversations about the future of work and profiles the buyers that are having them. Armed with these insights, B2B marketers can develop a more data-driven ABM strategy that prioritizes the right accounts and engages them with personalized messaging and content. The report leverages proprietary data from ML Insights, a combined dataset that provides global enterprise B2B marketers with a holistic view of companies demonstrating the highest propensity to purchase. It examines five topic areas impacting purchase decisions surrounding today’s hybrid workforce—cloud infrastructure, hybrid work, enterprise networking, artificial intelligence (AI), and cybersecurity—and provides actionable takeaways for marketers to reach the buying centers that are researching and actively engaging with relevant content and advertising Key findings from the report include:
- Marketers are significantly targeting content related to the future of work to C-suite executives, but all five topic area findings reveal that director roles are engaging with content 25% to 40% more. With data showing that the typical buying committee consists of 6-10 decision makers, marketers need to be more comfortable engaging accounts across multiple channels with the best message for each decision-maker.
- Across nearly all topic areas, Small to Medium-sized businesses (SMBs)—those with 50-199 employees—were not only one of the top groups researching future of work technologies, but also demonstrated the greatest lift in research over the last year. With many vendors continuing to aggressively target XX Large and Large companies, ML Insights data reveals an opportunity for marketers to target SMBs with more content and advertising.
- The Education vertical shows aggressive buyer research for technologies to help them provide more accessible, interactive experiences for students in virtual and classroom learning but are largely under-targeted for these solutions. As education groups continue to navigate the future of education, marketers would benefit from targeting this group with more content and advertising aimed at aiding their digital transformation.
- With up to 90% of the buyers journey complete before a prospect reaches out to a salesperson, the most effective marketers are engaging with their prospects throughout the entire funnel—from problem identification to the selection of a vendor. Leveraging data to match content to the buyer’s mindset within their customer journey allows marketers to balance the brand-building necessary for long-term revenue growth.
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