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Which Departments Wield the Most Influence Over Purchase Decisions in Your B2B Industry

Which Departments Wield the Most Influence Over Purchase Decisions in Your B2B Industry.

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Which Departments Wield the Most Influence Over Purchase Decisions in Your B2B Industry

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  1. ​Which Departments Wield the Most Influence ​Over Purchase Decisions in Your Industry ​ ​

  2. ​03 Introduction ​07 Technology ​16 Financial Services ​19 Education ​21 Automotive ​23 Government CONTENTS ​25 Healthcare ​27 Manufacturing ​29 Marketing and Advertising ​31 Retail ​33 Services ​38 Travel

  3. IF VENDORS AREN’T KNOWN COMPANY-WIDE, THEY’RE NOT KNOWN ​The B2B Buying Process is a team game. ​There are decision makers and there are influencers. ​Marketers must strive to reach both groups. ​The bottom line is this: ​Many departments impact the final buying decision, ​and marketers and salespeople are well-advised to ​reach all of the influential departments.

  4. THE NUMBER OF DEPARTMENTS IMPACTING THE BUYING DECISION VARIES BY INDUSTRY 4

  5. SEVERAL DEPARTMENTS INFLUENCE THE TYPICAL BUYING DECISION ​Recent LinkedIn research found that many departments influence the buying process, with Information Technology, Finance, and Business Development leading the way. TO P D E PA R T M E N T S I N C LU D E D I N T H E T Y P I C A L B U Y I N G D E C I S I O N Information Technology 32% Finance 31% Business Development 26% Accounting 23% Operations 22% Administrative 21% 5

  6. WHAT YOU’LL LEARN ​LinkedIn’s research showed the number and kind of departments that influence buying decisions varies from industry to industry. ​In the following slides, marketers and salespeople can see the departments that wield the most influence on purchase decisions in the industry they target. 6

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  8. INDUSTRY: TECHNOLOGY — ADTECH W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Finance 46% Business Development 31% Information Technology 25% Engineering 23% Marketing 22% 3.3 Average number of departments influencing a typical buying decision in the Technology — Adtech industry 8

  9. INDUSTRY: TECHNOLOGY — CLOUD COMPUTING W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Information Technology 61% Business Development 36% Engineering 34% Finance 32% Operations 28% 4.5 Average number of departments influencing a typical buying decision in the Technology — Cloud Computing industry 9

  10. INDUSTRY: TECHNOLOGY — COMPUTER AND NETWORK SECURITY W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Information Technology 65% Finance 27% Engineering 24% Business Development 23% Administrative 21% 3.7 Average number of departments influencing a typical buying decision in the Technology — Computer and Network Security industry 10

  11. INDUSTRY: TECHNOLOGY — COMPUTER SOFTWARE W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Information Technology 54% Finance 36% Engineering 27% Operations 25% Product Management 25% 3.9 Average number of departments influencing a typical buying decision in the Technology — Computer Software industry 11

  12. INDUSTRY: TECHNOLOGY — INFORMATION TECHNOLOGY AND SERVICES / IT CONSULTING W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Information Technology 73% Finance 30% Business Development 23% Program and Project Mgmt 23% Engineering 21% 3.8 Average number of departments influencing a typical buying decision in the Technology — Information Technology and Services / IT Consulting industry 12

  13. INDUSTRY: TECHNOLOGY — ONLINE MEDIA PLATFORMS W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Media and Communication 43% Marketing 37% Business Development 30% Information Technology 30% Program and Project Mgmt 21% 3.8 Average number of departments influencing a typical buying decision in the Technology — Online Media Platforms industry 13

  14. INDUSTRY: TECHNOLOGY — TELECOMMUNICATIONS W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Information Technology 41% Operations 36% Engineering 33% Purchasing 25% Sales 24% 3.9 Average number of departments influencing a typical buying decision in the Technology — Telecommunications industry 14

  15. INDUSTRY: TECHNOLOGY — OTHER W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Information Technology 35% Engineering 34% Operations 29% Business Development 27% Program and Project Mgmt 21% 3.4 Average number of departments influencing a typical buying decision in the Technology — Other industry 15

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  17. INDUSTRY: FINANCIAL SERVICES — COMMERCIAL BANKING W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Finance 61% Accounting 44% Business Development 42% Administrative 27% Information Technology 24% 4.0 Average number of departments influencing a typical buying decision in the Financial Services — Commercial Banking industry 17

  18. INDUSTRY: FINANCIAL SERVICES — OTHER W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Accounting 47% Finance 43% Administrative 20% Business Development 18% Information Technology 18% 3.2 Average number of departments influencing a typical buying decision in the Financial Services — Other industry 18

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  20. INDUSTRY: EDUCATION W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Education 58% Administrative 36% Accounting 22% Finance 22% HR 18% 3.5 Average number of departments influencing a typical buying decision in the Education industry 20

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  22. INDUSTRY: AUTOMOTIVE W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Engineering 30% Administrative 27% Accounting 23% Operations 23% Purchasing 23% 3.5 Average number of departments influencing a typical buying decision in the Automotive industry 22

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  24. INDUSTRY: GOVERNMENT W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Administrative 28% Business Development 24% Information Technology 24% Engineering 22% Finance 19% 3.3 Average number of departments influencing a typical buying decision in the Government sector 24

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  26. INDUSTRY: HEALTHCARE W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Healthcare Services 53% Administrative 37% Finance 34% Accounting 24% Purchasing 22% 4.2 Average number of departments influencing a typical buying decision in the Healthcare industry 26

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  28. INDUSTRY: MANUFACTURING W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Engineering 50% Operations 47% Purchasing 42% Finance 35% Product Management 34% 4.6 Average number of departments influencing a typical buying decision in the Manufacturing industry 28

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  30. INDUSTRY: MARKETING AND ADVERTISING W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Marketing 68% Business Development 41% Sales 38% Media and Communication 29% Finance 23% 4.1 Average number of departments influencing a typical buying decision in the Marketing and Advertising industry 30

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  32. INDUSTRY: RETAIL W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Purchasing 34% Sales 33% Administrative 28% Operations 28% Business Development 25% 4.0 Average number of departments influencing a typical buying decision in the Retail industry 32

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  34. INDUSTRY: SERVICES — CONSULTING W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Product Management 29% Finance 28% Business Development 27% Information Technology 25% Purchasing 18% 3.4 Average number of departments influencing a typical buying decision in the Services — Consulting industry 34

  35. INDUSTRY: SERVICES — HUMAN RESOURCES W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? HR 66% Finance 36% Administrative 30% Information Technology 27% Legal 22% 3.6 Average number of departments influencing a typical buying decision in the Services — Human Resources industry 35

  36. INDUSTRY: SERVICES — INFORMATION SERVICES W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Information Technology 55% Finance 29% Business Development 28% Operations 25% Accounting 21% 3.9 Average number of departments influencing a typical buying decision in the Services — Information Services industry 36

  37. INDUSTRY: SERVICES — OTHER W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Operations 33% Finance 23% Business Development 22% Accounting 19% Consulting 16% 3.1 Average number of departments influencing a typical buying decision in the Services — Other industry 37

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  39. INDUSTRY: TRAVEL W H I C H D E PA R T M E N T S W I E L D T H E M O ST I N F LU E N C E O V E R T H E T Y P I C A L B U Y I N G D E C I S I O N ? Finance 37% Accounting 36% Administrative 31% Sales 31% Business Development 18% 3.4 Average number of departments influencing a typical buying decision in the Travel industry 39

  40. DOWNLOAD THE FULL EBOOK ​The research in this SlideShare is part of a larger body of research conducted by LinkedIn. This research is contained in the “Rethink the B2B Buyer's Journey“ ebook. This guide shows how marketers are rethinking the buying team, content and social media marketing, and sales and marketing alignment. Download ebook 40

  41. ​ABOUT THE RESEARCH ​For this research, we conducted a survey of more than 6,000 buyers, marketers, and salespeople at mid-sized to enterprise-level B2B companies in seven countries: The United States, Canada, the United Kingdom, Australia, India, France and Germany. Each participant in the survey took a 10-minute online survey. 41

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