When generating your ideal leads, one of the first essential steps is understanding how to target the audience that is ideal for your organization. If you understand who you’re reaching, it’s easier to understand where and how to reach them, and what to offer them once you do.
B2B audiences are made up of individuals with different cultures, backgrounds, preferences and needs. There will never be a “one-size-fits-all” approach that resonates with everyone, or even every member of your target audience. However, there are characteristic trends that are true for a large number of B2B audiences, and taking them into consideration can elevate your lead generation strategy in a meaningful way.
The Unique Characteristics of B2B Audiences
They’re not quick purchasers or middle-of-the-night shoppers
Unlike B2C audiences, B2B audiences are typically making much larger, more invested purchases from a B2B company, compared to smaller personal B2C purchases like a refillable product on Amazon. In fact, the B2B sales process today takes 22% longer than it did just five years ago. Add on the fact that this doesn’t include the time a B2B buyer spends doing their own research and you have what can feel like an agonizingly long buying process.
The end user isn’t the only audience member with influence
For a B2C purchase like a dishwasher or other household appliance, a B2C buyer might consult with a spouse or landlord before hitting the purchase button, but much of the decision-making rests with that one individual. However, B2B purchases don’t solely involve input and consult from the end user. The B2B purchase decision comes with the weight of multiple Denmark Email List parties, from IT managers to finance directors all the way up to the CEO. To help better understand the key B2B players you need to be cognizant of in your marketing efforts, we’ve highlighted the primary B2B audience members that can contribute to a purchase decision.
Your B2B Audience Star Lineup
As discussed earlier, the user is common across both B2B and B2C audiences.
What they’re looking for:
- High-level overview as to why your solution is a standout and a top choice for consideration
- Essential features and functionality, including product demos, support options and troubleshooting capabilities
During their research phase, users are likely to come across B2B influencers outside of your organization who can potentially halt or encourage their research. You can learn about influencers by understanding the channels your audience spends time on. Are they following influencers on LinkedIn or having conversations with them on Twitter? Or maybe they aren’t looking for B2B influencers on social media, but instead prefer case studies and spotlights that highlight influencer opinions.
B2B influencers can also include people within the organization itself. Or maybe CRYP Email List there is communication within the industry that trickles into your target leads, as similar organizations share their experiences with B2B products.
That’s why it’s important to continue engaging with acquired leads. The marketing process shouldn’t end once a lead has been converted. Keep in mind that nurtured leads make 47% l
What they’re looking for: