© TNS
© TNS
Categories covered
© TNS
Growth of use social media relatively small
© TNS
Use of sources varies strongly between categories
© TNS
Timing of contacting vendors is on average 1/3 of the buyer journey, with strong variation between categories
© TNS
HighMaintenance contracting Accountancy services Online marketing strategy
Perceived Purchaser risk (complexity of
purchase)
Reassuring Consulting
Company loss insurance
Office equipment Staff training
Self-service Informing
Parcel mail Mobile telecom
Low Perceived knowledge lack by purchaser (complexity of information) High
Model inspired by Joel York
4 B2B sales strategies
