Understanding Changing Buyer Behavior: Marketing Programs and Tactics that Work Today

September 17, 2009
8:00 am Pacific – 11:00 am Eastern – 16:00 London (Duration: One hour)
(Free for ITSMA members)

Registration is closed.

Overview

Without doubt, the troubled world economy has had a significant impact on buyer behavior.  Heightened scrutiny and lengthy decision cycles are changing the effectiveness of different marketing and sales tactics. The key to success lies in understanding changing buyer behavior at each stage of the sales cycle and using that knowledge to craft the right marketing programs and vehicles to deliver better results.

ITSMA, in partnership with Pierre Audoin Consultants (PAC), conducted the 2009 version of its acclaimed How Customers Choose research across three continents. Join PAC’s Managing Director, Olivier Nguyen Van Tan, and me as we compare and contrast buyer behavior in different economic markets and the effectiveness of different marketing activities. We will explore the different stages of the customer’s buying process and how buyers use information sources throughout the process. Specifically, the briefing will answer questions such as:

• How has the current economic situation impacted the way customers make buying decisions?
• What are the best ways to introduce new ideas and new approaches to customers? When customers have a need, how and where do they look for potential alternatives?
• When creating a short list of providers, what sources of information do they use?
• What is the most important criteria used to select solution providers?
• Which ongoing relationship programs provide buyers with the most value?

For more details about ITSMA’s annual How Customer’s Choose research follow this link to prior year’s studies.

This Briefing is complimentary for ITSMA members and $195 for nonmembers.

Presenters

General Information	[TOP OF PAGE]

ITSMA’s Online Briefings offer recent research findings or survey results from thought leaders on a variety of services marketing topics. The Online Briefings can be viewed individually, or in groups composed of people within the same company. The briefings are available anywhere in the world that has telephone service and access to the Internet. A typical program runs 45 minutes followed by 15 minutes of questions and answers. The person making the online presentation speaks into a telephone and advances the visual portion of the presentation via their computer connected to the Internet. At the end of the presentation. and at the presenter’s discretion, the listeners are invited to ask questions. Each listener with a question identifies him or herself and is listed in a queue and taken one at a time by the presentation monitor. The monitor also manages the question and answer session by giving each questioner access to the phone line to communicate with the presenter.

Technical Requirements	[TOP OF PAGE]

This briefing will be administered by BT Conferencing. All participants are required to test their browsers 24-48 hours prior to ensure compatibility. This test can be done by clicking here: Check your system. You will receive a pass code and dial in number three business days prior to the briefing.

The technical requirements for this ITSMA online briefing are:

• Direct or dial-up Internet connection of 56Kbps or higher.
• A separate telephone line to access the audio teleconference.
• If participating from your company, ask about your company’s Internet Firewall 48 hours prior to the event. This will enable your IT technician to reconfigure your connections if necessary to ensure access to the Internet portion of the briefing.
• No plug-ins or software downloads are required.
• System Requirements: Windows 2000 or higher, Internet Explorer 6.x or greater, Netscape 7.2 or later. The following operating systems will work with limitations: Windows 98 SE, NT Server or Workstation 4.0, Mac OSX 10.3 with Safari 1.2; Solaris 9 with Netscape 7.0 or Mozilla 1.4, Sun JVM 1.4.2.

Fees and Registration	[TOP OF PAGE]

Aside from the telephone call, the fee for the presentation is complimentary for active ITSMA members, and $195 per location for non-members.

Note: Registration is on a first-come/first-served basis. You must register by 5:00 pm ET, September 16, 2009.