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When businesses buy, risk - and the subjective human evaluation of risk - complicates the marketer's buying funnel model. Findings from a new comprehensive study on B2B buying by Enquiro show a difference in vantage points between buyers and their drive to eliminate risk, and vendors who assume a rational buying process. The research identifies a common "risk gap" that will depend on a number of factors, including a vendor's physical presence in the market, the number of people involved in the buying organization, and a product's recognized differentiation.

In the 18-page paper, author Gord Hotchkiss examines differing buyer roles, the identified risk control mechanisms, and the relative effect of a vendor's credibility and positioning. The paper also presents a mapping process for marketers to gain the necessary external perspective on their products.

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"There is more complexity here than we often think, and Enquiro’s research will help prevent mistakes that might undermine marketing efforts both online and offline. This new knowledge will certainly help Google better advice our B2B clients on how to use search and online channels more effectively and efficiently "

Mark McMaster
B2B and Technology Markets, 
Google

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White Paper Summary: Mapping the BuyerSphere