CompuWorks Bi-Monthly Newsletter – April/May 2010
In the B-to-B Buy Cycle, Internet Is The New King
It’s no secret that the buying cycle in the business to business arena can be long and convoluted as it moves from awareness of a need through research, consideration and comparison and finally to procurement. These stages in the process really haven’t changed, but the way buyers move through the cycle has. According to an Industrial Buy Cycle Survey conducted by GlobalSpec, those within companies who influence the purchasing are increasingly moving away from a reliance on traditional sources of information such as catalogs, trade shows, trade magazines, etc. In their place they are looking to online resources. Tops on the list are search engines, supplier websites and online catalogs, but even fellow colleagues play a part via social media.
Depending on the phase in the buying cycle, buyers use varying information resources. In the needs awareness and research phases they typically use a wide range of tools, from search to social media networking as well as webinars, enewsletters and email. By the time they reach the procurement phase they are much more likely to rely on the company’s website or online catalog. In the narrowing process, as the buyer moves through the phases, they are naturally drawn toward the supplier that provides the right information, easily found, at the right time.
“Because the information sources that buyers use vary, marketers should build their presence across multiple online channels to make sure they are visible to buyers in the early stages of the buy cycle, and offer useful, relevant content in order to reach and influence buyers at each stage of the buy cycle.”
- Angela Hribar, GlobalSpec, Inc.
The complete, unabridged whitepaper “Understanding the Buy Cycle: How to Align Your Marketing with Your Customers’ Buying Process” may be found at GlobalSpec.
Data Security Reminder for Massachusetts Companies
This is a reminder that as of March 1, businesses in Massachusetts that collect personally identifiable data – data that includes a name AND any one of the following: Social Security Number, drivers license number or any financial account number – are required to have in place a Written Information Security Program (WISP) and have taken reasonable steps to protect that data. These steps could include encrypting sensitive e-mail as well as measures to restrict rights within the company for access to that data. For more information about how the law effects your company and steps you can take to comply, call us at 1-413-499-0607.
Tips
Microsoft Word Printing Tip
Ever need to print more than one copy of only selected pages in a document?
Perhaps a case where you need a single copy of the bulk of a document but would like multiple copies of a one of the pages (imagine a form you want to pass out to a group). In the print dialog screen, use the page range and enter the pages in question multiple times. For example in the page range field enter
to print a single copy of the entire document and three copies of page four.
Google Tricks
Here are a couple little time saver tricks for those who spend most of the day with their web browser open. (These shortcuts work in Bing as well!)
Google (or Bing) as calculator - Yes, your computer has a calculator, but if you spend most of your time with a browser open, typing a calculation into the search box is quicker than opening your calculator application. Try it -
Google (or Bing) as a dictionary – Enter define: yourword into the search bar and hit return.
CompuNews
Two members of the CompuWorks family have recently reached notable milestones. Jill Senecal is celebrating her 10th anniversary and Steve Heller celebrates his 15th! Frank Manzella continues on his path along HP’s extensive certification track having recently completed two more critical landmarks.
Stats
From the Pew Research Center, January 2010 -
- 74% of American adults (ages 18 and older) use the internet
- 60% of American adults use broadband connections at home
- 55% of American adults connect to the internet wirelessly, either through a WiFi or WiMax connection via their laptops or through a handheld device like a smart phone.
Call 413-499-0607 (800-207-1926) or email to receive the print edition of the bi-monthly newsletter SolutionsSource.
