Unlike B2C, with B2B marketing there are a finite number of people who can impact the sale of your offering, so it’s critical to really understand the path to purchase – how each of the people responsible for the purchase will be involved and what motivates them to select your brand.
For Toshiba, an Amusement Park client, they market Managed Print and Digital Signage Solutions to five distinct people within any given business:
- Chief Information Officer (CIO)
- Chief Financial Officer (CFO)
- Chief Marketing Officer (CMO)
- Chief Operating Officer (COO)
- Purchasing Executives
Each of these people has different roles and different motivators. The CIO might be focused on getting his staff the best technology out there while the CFO might care more about the lowest cost per employee for the solution.
So what is a marketer to do when they have different customers with different motivations?
Dig deep and uncover who is leading the charge and focus your marketing dollars on turning them into champions of your brand/products/services. It’s important to understand how they spend their day, what media they consumer, what they value from a supplier and how their personal values align with your brand.
Once you understand this, build programs and media to reach and engage them. Consider rewards for first time trial or make retargeting and remarketing a priority. The purchase process is often longer when there are so many cooks in the kitchen and consensus building is necessary.