The BuyerSphere Project: How Businesses Buy From Businesses in the Digital Marketplace Review

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The BuyerSphere Project: How Businesses Buy From Businesses in the Digital Marketplace ReviewI'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.The BuyerSphere Project: How Businesses Buy From Businesses in the Digital Marketplace Overview

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