We have often discussed the importance of getting your message to the “right buyers” at the right time during B2B lead generation.
However, a logical next question is “What makes someone the right B2B buyer?”
According to the results of Demand Gen’s Report 2016 B2B Buyer’s Survey, B2B buyers are scrutinizing potential vendors more closely than ever.
The following is a look at several of the key factors that make someone the right B2B buyer to target with your lead generation activities.
The Multi-Persona Perspective
Despite the fact that specific buyers take the lead, it is often a team of people that impact buying processes in a company.
Therefore, your “right buyer” is more like a group of people that each has a voice in the process.
Consider these multiple perspectives and roles as you develop content marketing and other strategies aimed at intercepting the buyer journey.
Forrester pointed out that 74 percent of the typical B2B buyer’s journey is completed before first communication with a provider.
Thus, it is extremely important that you not only have a clear view of who the primary buyer is and what he wants but also what roles other team members or influencers play in the process.
Job Title and Decision-Making Authority
Traditional and familiar buyer roles in many businesses have changed.
While “buyers” still play a prominent role in identifying and recommending solutions, purchasing department roadblocks often complicate their ability to agree to deals.
Therefore, your “right buyer” must have some level of decision-making authority or influence in the process.
Consider the specific job title of your targeted buyer. In some companies, an operations or purchasing manager has oversight over all purchases.
In other cases, vice presidents or divisional leaders take on this role.
Therefore, as you attempt to connect with companies, look to identify the buying process and the person with final authority on the acquisition.
Social and Communication Practices
Because of the amount of the buying journey typically finished before provider contact, it is important to assess the social and communication practices of your targeted buyer persona.
In a desire for efficiency, many buyers engage team members or influencers on social channels, or through efficient means like texting or e-mailing.
In many ways, modern B2B buyers go about their process similar to consumers.
As much as possible, define the tools and approaches your typical buyer uses throughout the buyer journey.
A well-defined journey process enhances your ability to connect with your buyer in ways that align with his particular concerns and interests.
You can also give him a consistent experience, alleviating search frustrations and amplifying communication with other influencers.
Journey mapping isn’t new, but the process for creating these maps has come to the fore in the past year, and analysts such as SiriusDecisions predict that will increase in 2017.
This is SiriusDecisions Buyer’s Journey Map Framework which gives a great overview of the different stages on a customer journey.
The right buyer to target with your B2B lead generation depends on a variety of factors.
First, realise that your buyer isn’t just a single decision-maker, she is more often a team leader who takes input from multiple people.
Weigh the importance of your target’s specific job title and decision-making authority, as well as her interaction strategies with others throughout the process.