Tackling Tough B2B Audiences:
The Case for a Multi-Mode Recruitment Approach

Published: 11/07/2024

Adi Dzebic
Account Director, Dynata

In the dynamic world of B2B data collection, the landscape is continuously shifting, presenting both challenges and opportunities in delivering representative audiences. As time-constrained participants increasingly demand enhanced survey experiences and greater incentives, the focus on quality remains paramount. A one-size-fits-all approach is no longer viable; the diversity of B2B audiences necessitates a more nuanced strategy. 

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Understanding Audience Diversity

While some B2B audiences can still effectively be reached through traditional Online Panels, others—particularly niche or high-level segments—require a tailored recruitment strategy. This may involve a combination of phone outreach and custom recruitment touchpoints. The key to success lies in adopting a flexible recruitment method that aligns with the specific needs of each audience segment.

Our Multi-Sourced Methodology: A Comprehensive Approach

To navigate these complexities, we recommend a multi-sourced methodology that includes: 

• High-Quality Online B2B Panels: Leveraging reputable panels like Dynata and select partners ensures access to robust data sources. 
• Expert Networks: Tapping into specialized networks allows for deeper insights from industry leaders. 
• Custom Phone Recruitment (Phone to Web): This innovative approach directs respondents from phone interactions to online surveys, combining the strengths of both mediums.  

The benefit of this multi-mode approach is that all recruits engage in the same online survey environment, ensuring consistency in data collection. Traditional Computer-Assisted Telephone Interviewing (CATI) methods often struggle to integrate seamlessly with online survey experiences, leading to higher costs and limited visual engagement. In contrast, Phone to Web (P2W) allows us to harness the benefits of phone recruitment while guiding respondents into a familiar online survey environment. 

Why a Multi-Mode Approach is Essential

Several factors underscore the necessity of employing a multi-mode B2B approach: 

1. Large Sample Sizes: Achieving significant sample sizes often requires a blend of methodologies, as relying on a single methodology may not suffice.
2. Quality Optimization: Straining one specific methodology—such as demanding a 1,000-sample size of enterprise C-level executives solely through Online Panels—can compromise quality. A diversified approach mitigates this risk.
3. Targeting Low Incidence Groups: Engaging hard-to-reach demographics or conducting lengthy surveys necessitates higher incentives and a customized targeting strategy.
4. Geographical Limitations: Certain regions may not be adequately represented through a single methodology, necessitating a broader approach.
5. High-Value Audiences: Critical B2B segments often require specialized recruitment strategies that go beyond traditional Online Panels.

OUR MULTI-MODAL APPROACH ENSURES WE CAN DELIVER HIGH-QUALITY B2B DATA FOR MAXIMUM REPRESENTATIVENESS AND CONSISTENCY – BY SPEED, BUDGET, AND AUDIENCE 

The Evolution of B2B Research with Dynata

Dynata has been at the forefront of B2B online research, pioneering the use of loyalty panels. To achieve optimal quality and feasibility, we continuously refine our sourcing methodology, integrating Online Panels, Expert Networks, and Phone to Web.

Dynata’s unique assets in B2B online research help offset some of the higher costs associated with Expert Networks and Phone to Web, allowing us to meet our clients’ key needs:  

1. Budget 
2. Feasibility 
3. Quality 
4. Time in Field 

A Closer Look at Phone to Web 

Our goal is to connect with business professionals in a manner that suits their preferences. Phone to Web has surged in popularity, providing a bridge to engage respondents who may not be part of traditional panels while also enhancing our targeting capabilities. 

• P2W as a Complement: Phone to Web serves as an effective complement to traditional online invitation methods. Respondents are invited via phone to participate in an online survey, maintaining the same screening processes and survey instruments.
• Getting the Respondent from Phone to Online: The respondent is invited through the phone interaction to join an interactive meeting (WebEx, Teams, etc.). Participants can choose to complete the survey during the initial call or schedule a more convenient time, ensuring a user-friendly experience. When engaged, the respondent is presented with the online survey to take just as they would online. The individual is the one in control of the survey. The recruiter stays on the line, but they do not read the survey questions to the respondent and do not record the answers, nor do they coach the respondent as they proceed through the questions. Through this methodology, there is an additional layer of quality as the recruiter can confirm the respondent is who they say they are.
• International Reach and Custom Targeting: Phone to Web is not limited by geography; it can be effectively utilized in most major international markets.  

 Key considerations for Phone to Web include: 

1. Speed of Results: Online Panels and Expert Networks generally yield the fastest results, while Phone to Web may require 2-4 weeks in the field.
    
2. Custom Targeting Capabilities: P2W allows for extensive desk research to identify and reach desired audiences (e.g. databases, website lookups, lists, specific companies, etc.), enhancing the precision of data collection.
    
3. Cost Hierarchy: The cost structure typically ranks Expert Networks as the most expensive, followed by Phone to Web and Online Panels. 

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Summary

As B2B data collection continues to evolve, embracing a multi-mode methodology is essential for meeting the diverse needs of today’s market. By leveraging a combination of Online Panels, Expert Networks, and innovative Phone to Web strategies, we can ensure high-quality data collection that aligns with client objectives and enhances the overall survey experience. 

The challenge for researchers is the growing complexity of buying decisions, coupled with the need to comprehend the strengths and weaknesses of various methodologies. As long-term leaders in online B2B data collection, we have been vigorously vetting different methodologies and vendors to ensure a high standard, and will continue to do so to drive B2B research forward. 

Best of all, you can rest assured that your dedicated Dynata team will provide guidance through the entire process while managing all vendors to ensure a smooth and highly effective delivery.