According to the Abacus Indicator from Broomfield, CO-based cooperative database provider Abacus, government contacts had the highest average order size and highest spending per contact in business-to-business transactions last year, followed by heavy industry, health, education, finance and insurance, and business and legal, respectively. Retail and restaurant contacts were the least valuable, with the lowest order size, purchase frequency and spending per contact. The groups break down as follows:
“Last year’s figures really showcase the enormous potential of government purchasers,” says Stacey Hawes, Abacus’ b-to-b market manager. “Government purchasing is highly centralized, and there are generally fewer contacts with purchasing authority. Those that do make purchases, however, do it often and in much larger quantities. By leveraging current purchase data, b-to-b marketers can effectively find and target these key contacts and capitalize fully on the opportunity available in the government sector.”