FT056 www.foodtechnology.co.nz 41 needs, desires and buying journey, resulting in time and effort savings by both parties.” Kelton says complex industrial buying practices have undergone significant changes in the past 20 years with the proliferation of internet usage within businesses. The days of using salespeople to engage prospective customers via telephone, meetings and live events such as trade shows are still valid but limited, with modern B2B buyers now frequently delaying their first human interactions until they complete around 60% of the purchase process. Suppliers have also changed their marketing and sales strategies and tactics, and now often use surveys as a way of reaching their customers. “The value of the study for vendors lies in highlighting how they can better manage and justify their online content production and distribution efforts and resources,” Kelton says. “This is especially important for vendors with limited resources as the number of online channels continues to grow each year.” Last year’s survey found: Purchasing behaviour research efforts often ignore or marginalise inputs from actual purchasing teams; Nearly 80% of buyers did not use Facebook, and more than 80% did not use Twitter to facilitate the buying process; Many buyers said it took too much effort to locate information online, especially industry analyst reports, industry competitive information and technology primers; A third of buyers rated reputation vendor pricing information as sub-standard, with reputation defined as confidence, trustworthy and credible. A third also found the intent of information posted online is not transparent and supportive; Of smaller companies employing less than 100 people, half of buyers said their first choice for sharing information they collect online is verbally, followed by email; Half of buyers did not derive any benefits from social media, although 37% said they did. To access the survey please visit http://sgiz.mobi/s3/16e5a1220c4f the name behind the world’s best French fries is now part of tna What does that mean for you? Simplicity: having a global, single source supplier for your entire French fry line. Flexibility: to produce multiple cuts and types of French fries while reducing changeover time. Performance: with innovations that bring efficiency and cost savings throughout your French fry process. So you get the best from the best. controls integration & SCADA | materials handling | processing | freezing & cooling | coating | distribution | seasoning | weighing | packaging | metal detection | verification | inserting & labelling | project management | training | For enquiries, contact: paul daniel » general manager » tna new zealand ltd p: +64 (09) 263 7804 » m +64 21 488 114 » f: +64 (09) 262 2222 » info@tnasolutions.com tna’s family of brands tna_FF_NZ Food Tech_210x140_NZ.indd 1 14/04/2016 11:56
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