B2B marketing expert | Demand Generation, Product Marketing, Account-Based Marketing | F500 experience
B2B buying behaviors - Understanding the buyer's journey is more crucial than ever. Here's a quick rundown of the key behaviors to consider when shaping a marketing strategy: 1 - There are passive buyers. While some are primed to purchase, the larger market remains in a state of readiness limbo (something like 95-98%). Keep this in mind as you approach your audience with messaging. 2 - Buyers don’t leap blindly into decisions. Their journey from awareness to final purchase is a meticulous one, often starting at problem identification and moving through solution exploration, comparison, and eventual adoption. You can tackle this with good messaging. 3 - The B2B buying process is like a maze - dynamic, with numerous touchpoints. From content consumption to a live webinar, every interaction can pivot the direction toward an "intent to buy." You *must* know and consider the buyer’s journey. 4 - Decision-making is rarely done by one person. It’s a collective effort, involving everyone from the C-suite to end users. Remember, your value props aren’t just addressing a single decision-maker but an entire ecosystem of influencers and decision-makers. 5 - Whether it's a bottom-up approach starting with the team, or a top-down mandate from the C-level, the path to a successful sale can vary dramatically. Be agile, adaptive, and able to pivot quickly. You’ll see conversions go up and more smiles in meetings. Hope this helps!
Love your posts and love your content. I respectfully would quasi-disagree with #2. I think B2B buyers will 100% blindly jump into decisions if their criteria is met (and it's hard to meet). For example: if I'm looking for some software to do X, and that X is really hard to find (or hard to find at a reasonable price point), I'm diving on a trial for the first software that can do my X. This is why with B2B marketing it's so important to get clients to step away from product/service marketing approaches and get into other approaches that focus on that GOLDEN insight that will resonate the most with B2B buyers and ride that pony(insight) into the sunset. Again, I love following you and am even thankful to be able to add my humble two cents. I hope that makes sense... what do you think?