51% of B2B marketers planned to spend more on marketing last year. Increasing marketing spend is one tactic to grow your business, but better targeting can be just as effective, if not more so. To do this, you need to accurately identify each type of B2B buyer in your company and understand that while each has a different selling point, they all align with the main goal of improving your company’s performance in some way. B2B targeting should be tailored to the specific characteristics and capabilities of each buyer. Here are five common types of buyers and some suggestions on how to best communicate with each one.
Analysts
They are tasked with initial research and analysis to find solutions to specific problems and make recommendations to various decision makers in the organization. Although they are not the ones who make the final decisions, their work is very important as the information they gather serves as a reliable resource for others. To help analysts create insightful reports, provide as much detailed information as possible about your product so that they can cherry-pick the relevant information. Data-driven infographics can be a great tool to communicate the benefits of your product in a format that is not only easy to decipher but also quantifiable. Graphs and charts are also useful as analysts can simply copy and paste these elements into their reports instead of creating them themselves. Finally, consider providing a competitive comparison with a detailed feature list. These one-pagers make it easy to evaluate multiple product options in one simple task.
End Users
They are the people who use your product on a regular basis. Your opinion on your product is very important, and your satisfaction is very important to them. Not only will these people use your product on a daily basis, but they will also be the first to voice concerns if the product does not meet their needs. Always ask for their feedback to ensure your product meets their expectations. You may find a way to sell them additional features or services that meet their needs. Since it is the end user who uses your product the most, your key selling points for them are your product’s features, ease of use, practicality, and time-saving potential. Don’t waste time on how cost-competitive it is or how seamlessly your back-end integrates with your company’s existing infrastructure. This information, while relevant, is for a different type of buyer.
It
They should never be overlooked. You need to show buyers that your product is easy to set up and compatible with a variety of systems. Provide clear and easy instructions for integrating your product into their existing infrastructure and software. One of the most time-consuming tasks that IT professionals have to deal with regarding new products is integration and employee training. Educate new employees on the setup process by showing indicators of short training and onboarding periods. Another important aspect of the product is reliability. Highlight availability and other performance-based statistics that show stability to show IT that the product is reliable and easy to maintain.
Finance
These play a key role in determining the tangible value the product provides to the enterprise and whether it is worth the investment. Focus on both short-term and long-term benefits so they can fully understand the benefits of your product, both immediately and in the future. Be sure to quantify this in terms of dollars saved or dollars earned. Visual graphics are very helpful when trying to prove that your software provides great value. Finally, be clear about your position. Are you competing on price alone or on overall ROI alone?
Managers or Department Heads
They are the most important buyers of all, as they have the final say once all the relevant information has been presented to them. The most important step in persuading them is to build a meaningful relationship. Have your managers attend key industry events and conferences to promote your product and be the face of your company. Building relationships with key leaders takes time and effort, so be patient and make sure your team is well-informed and understands your core messaging.
When determining your key messaging, focus on one or two key unique benefits of your product. Keep your messaging as simple as possible. This way, executives are engaged and informed about your product with a consistent message throughout the sales process. These buyers are interested in big value rather than details. So highlight impactful, tangible benefits through relevant case studies. As you can see, there are many different types of buyers, and marketing to each one properly is a complicated process. By better understanding their individual needs, you can create messaging that resonates across each role. That way, you’ll be in a better position to close deals, build long-term relationships with new customers, and most importantly, generate the sales that drive business growth.
