Into consideration most heavily. While users and influencers may love your product, the buyer can easily veto it if it doesn’t fall within the organization’s budget or the overall value isn’t translated well. Prior to lead targeting, be sure to research the size and budget of the organization so that it matches with the cost and scope of your product or service offering.
It can also be helpful for buyers to be presented with comparison marketing materials. They may not be familiar with the options on the market, so having side-by-side price comparisons or marketing materials, including pricing, can be pivotal for how buyers view your offering and how easily users can present it to buyers internally.
What they’re looking for:
- Pricing
- Overall value
- Side-by-side comparisons
- Full outline and scope of product or service features
4. Decision Maker
Last, but certainly not least, is the most important deciding factor—the decision maker. The form that this person is going to take is going to vary by the company, which is why it’s important to understand the structure Denmark Email List of the companies you’re targeting.If you’re coming up short, LinkedIn can also be a good resource to understand the internal organization of your target companies.
Typically, a decision maker is going to be higher up on the team ladder. For example, a CEO or other C-suite member might be the most important sign off in an organization. Or, if it’s a larger organization, managers or even the buyers may be the ones giving the “OK” to a new software. Even if internal users can present all the facts accurately, it will ultimately come down to the discretion of the decision maker.
What marketers can do to anticipate the thoughts of the decision maker is to understand the level of vetting your decision maker will have to do. If your product or service comes at a higher cost, communicate the value of your product succinctly and thoroughly within your marketing materials.
What they’re looking for:
- Understanding of pain-point addressed
- Succinct feature information
- Big-picture value and alignment with company goals
By using these common B2B audience members as a guide and employing your CRYP Email List own research, you can craft your B2B buyer personas. With audience understanding and personas in place, your marketing can be more targeted and more effective in generating leads that are qualified for your sales team.