Download the market report: The State of Scientific Purchasing 2021
Webinar 4 of the Marketing Science Webinar Series looked at the latest scientific buying trends 2021.
100+ industry buyers were surveyed in order to produce this market report.
Our goal was simply, to provide sales and marketing professionals with the latest insight into scientific buying trends in 2021.
This blog post will provide an overview of the webinar, which you can watch below, and the Scientific Purchasing Market Report which you can download at any time.
Who took the survey?
Professionals from over 100 different companies participated in the survey, the majority of which came from medium-sized (<250 employees) businesses. The participants work in various industries including manufacturing, engineering, academia, healthcare and more.
Content Influence
Understanding which content and distribution channels are most effective is key for marketers looking to make an impact.
In today's market, a multichannel approach is vital to ensuring your content is seen by the right people. It was particuarly interesting to see Scientifc Podcasts were influencing over 25% of scientific buyers.
Channel Influence by Age
Which are the best marketing channels to reach the different age groups?
Understanding the channels and content that have an impact on the different age groups is an important consideration for your marketing, especially when you consider that there is usually more than 1 person involved in the purchasing of scientific products.
Buyers of all age ranges are becoming more digitally savvy so appreciating the benefits of a fully integrated digital strategy is important for marketers.
The market report looks at the influence of the manufacturer's website (see above), online publications, search engines, social media and distributor sites.
Contact With the Vendor
Which communication touch points have an impact on the buying journey? Are your sales and marketing teams aligned?
The image below shows that people are making contact with their vendors at various stages, highlighting the importance of quality content and strategic CTAs across the full customer journey.
Consider how you are influencing the time before any contact with your business is made.
Are you ranking for key research questions related to your products? Can potential customers easily research your product features? And can they reach out to other organisations that have purchased your products for testimonials and reviews?
Social Media Influence
When we ran a similar survey in 2019 and only 28% of respondents stated that social media impacted their purchasing decisions. This has increased to 34% this time highlighting the growing impact that social media is having in the scientific industry.
Many are not always aware of the subconscious impact that social media has on their decision making so we anticipate that the reality of these numbers are much higher.
Have you considered adding TikTok to your social media mix?
We will look at various elements of B2B social media marketing, including content creation process, paid social advertising and personal branding, during webinar 6 of the Marketing Science Webinar Series this June.
Conclusion
This brief overview looks at some of the 2021 scientific buying trends that we have analysed as part of our latest market research.
Download the market report below for more in-depth detail about the above as well as data regarding other trends within scientific buying such as: impact of COVID-19, price and the sales cycle, and much more.
Download the market report: The State of Scientific Purchasing 2021
