I’m a big believer of including quantitative research in the mix with qualitative research. The hard data can be useful, but I’ve found it extremely valuable to get out into the field and talk to FMs first hand.
The best place to take the pulse of the facilities market is at the industry trade shows. Fortunately, the FM industry is filled with a number of key shows every year including the BOMA Conference and Expo, IFMA’s World Workplace and the National Facilities Management and Technology (NFMT) Conference and Expo, Last month I spent three days at the NFMT show and was able to gather insights and observations from hundreds of FMs on everything from their biggest concerns in 2019 to how they research and purchase products. I encourage you to spend a day or two at each of these key shows.
For the past two months, I’ve talked about the new research we conducted on the buying journey of facilities professionals. Well, guess what!? The report is now available! You can get your copy of FM's Path to Purchase: Content Needs and Ad Preferences research report here.
This report is chock full of valuable data including:
- Factors that get FMs to engage with manufacturers
- The kind of Information that helps FMs make a buying decision
- The most effective marketing methods
- Where in the buying cycle FMs want information from manufacturers
If you want custom insights into the FM market, please contact me. I’d be happy to discuss a research report dedicated to your company and your marketing needs. In the meantime, let’s continue our conversation on how facilities executives research and purchase products. It can only help us become more successful marketers.
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