B2B buyer behaviour

Gender Buyer Behaviour report

Develop more inclusive and effective business strategies that address the unique needs of your diverse client base

Understand and leverge client behaviour trends

Our Gender Buyer Behaviour report is designed to help professional services firms grow a more diverse client base while leveraging the nuances of gender differences in business-to-business (B2B) buyer behaviour.

This comprehensive research report helps professional services firms better understand client perceptions, decision-making processes, and develop tailored marketing strategies using evidence and data. It examines gender-specific client insights in your industry and segments your own client base’s preferences according to gender, to highlight any differences. Using this information, firms can identify opportunities for targeted marketing, enhancing client engagement and improving the client experience.

Detailed segmentation of client data, broken down by gender and other demographics, helps organisations adapt their marketing approaches to meet the needs of diverse buyer groups. Beaton’s Gender Buyer Behaviour report provides actionable recommendations that empower firms to create more inclusive, effective strategies to grow profitably.

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What is a Gender Buyer Behaviour report?

Beaton’s Gender Buyer Behaviour report utilises benchmarking research on firms in your industry of a similar size and target market. It compares this competitor demographic data to data from your own client base – discovering what proportion of your clients are women and men, and whether you could be marketing better to either group to earn a greater share of your target market. 

This analysis identifies opportunities for your firm to be more inclusive or deliberately targeted in marketing and operations. Understanding the demographic breakdown of your clients and your market, then delivering to their preferences, can guide your profitable growth and help you deliver an excellent client experience.

With Gender Buyer Behaviour report, you’ll receive:

  • Client base gender breakdown: A segmented exploration of how male and female buyers are accessing your services, plus the breakdown of your client base compared to industry norms.
  • Buyer perception analysis: Examining how male and female clients perceive your services differently, understanding their preferences around communication and more.
  • B2B buyer behaviour report: Insights into client behaviour trends and how gender impacts B2B buyer behaviour, focusing on decision-making processes, preferences, and perceptions based on real client feedback.
  • Strategic recommendations: Actionable recommendations based on the research to position your firm as the best in its class serving diverse client segments.

Why do firms need gender buyer behaviour insights?

Women are increasingly being promoted to leadership positions in corporate workplaces to become decision-makers and purchasers of professional services firms like yours. In Australia, women have leapt from 8.3 per cent women on ASX200 boards in 2008 to 33.6 per cent in 2021, and this proportion continues to rise.

Professional services firms in all sectors are increasingly realising the potential strategic and financial gains to be made by employing and promoting more women and diversity. However, few are also examining their own client base, questioning whether they are adequately serving diverse markets. 

Paying attention to gender-specific client insights based on comprehensive research through Beaton Benchmarks is an important evolution of diversity in professional services. By leveraging insights from a Gender Buyer Behaviour report, firms can develop more effective strategies to serve women, thereby tapping into a growing and increasingly influential market segment.

  • Combat bias and build inclusivity
  • Optimise marketing strategies
  • Enhance client relationships
  • Grow your client base and boost revenue
  • Gain a competitive advantage

Beaton's gender preferences research

Beaton offers Gender Buyer Behaviour reports as part of our Beaton Benchmarks suite. These are available to firms that have already participated in Beaton Benchmarks, our annual client sentiment benchmarking study. By building on the insights gathered through Beaton Benchmarks, a Gender Buyer Behaviour report provides a road map to delivering better, more targeted services to clients in your target market. This report is immediately actionable and delivers real results for your bottom line.

Gender insights for B2B firms are presented and tailored to the context of your benchmarking results, providing seamless integration with the client feedback data you have already received.

For organisations that have not participated in Beaton Benchmarks, we can also conduct on-demand client or customer feedback research that includes an actionable gender buyer analysis on request.

Unlock the power of gender-specific client insights

Outpace your competitors by understanding what truly matters to male and professional services buyers, with a Gender Buyer Behaviour report from Beaton.

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FAQs

Gender buyer behaviour analysis examines the differences in how men and women perceive, evaluate, and make decisions about professional services. This process involves understanding gender-specific preferences, decision-making styles, and client behaviour trends to identify actionable insights that enhance buyer experiences.

In years gone by, the corporate world and professional services were dominated by men. This is changing rapidly as women take up leadership positions and are becoming the purchasers of professional services. As this change occurs, firms may need to adapt their marketing or services.

By leveraging gender-specific client insights and demographic segmentation of client preferences, firms can address potential gender biases in purchasing or in how firms present themselves. They can then tailor services to diverse buyer personas, and refine their strategies to meet the unique needs of male and female clients effectively.

Any organisation that has participated in Beaton Benchmarks research can purchase this report. The survey is run annually and professional services firms across Australia and New Zealand participate for free. 

Beaton can also conduct a buyer behaviour report via bespoke research or tailored surveys that our expert research team designs and delivers for you. 

A Gender Buyer Behaviour report includes:

  • Comprehensive analysis and insights into B2B buyer behaviour segmented by gender
  • Data on client behaviour trends in your firm as well as the market
  • Recommendations for reducing gender bias in purchasing, and strategies for marketing to diverse buyers
  • Comparison of your client base and gender breakdown compared to similar firms
  • Full respondent demographics and survey questions asked

Industries that rely heavily on B2B buyer behavior and client relationships, such as legal, accounting, consulting, engineering, and financial services, can benefit significantly from gender-specific client insights. These sectors often serve a diverse range of professional services buyers, making it crucial to understand gender differences in business and address varying decision-making processes.

Professional services industries tend to have complex or high-value purchasing cycles. These businesses will find most value in leveraging these insights to refine buyer personas by gender, improve engagement, and reduce gender bias in purchasing.

By understanding gender differences in business and addressing gender-specific client insights, firms can craft messages that resonate with diverse buyer personas, reduce gender bias, and build stronger connections with their target audience. This enables firms to position themselves as thoughtful and adaptive to the evolving needs of a diverse client base.

Firms implementing recommendations from the Gender Buyer Behaviour Report tend to achieve several key outcomes, including:

  • Increased client engagement through tailored strategies and gender-specific communication or marketing
  • Reduced gender bias and more inclusive client experiences
  • Enhanced competitive positioning
  • Stronger business outcomes with data-driven strategies that result in higher client satisfaction, improved loyalty and ultimately, increased profitability

Still have questions? Please contact us and one of our team will be in touch to help.