Marketers are familiar with the customer journey, which outlines a potential buyer's various steps from research to decision. However, the buying process is also important, as it helps marketers understand who is on the buying team, what roles each plays, and how decisions are made. Visualizing the buying process with maps can help content marketers understand who is doing what.
In B2B marketing, the buying team can have several layers and players, including supervisors, machine operators, and in-house experts from IT, HR, EHS, and MRO. After a vendor is selected, the proposal must be vetted and details worked out with the company's purchasing people. Knowing the players helps marketers tailor their communications to the team.
Diagramming the B2B buying process is an effective way to understand who does what and how decisions are made. More resources on the buying process and ABM tactics are available for further exploration.
... continue reading below
The B2B Buying Process Visualized
Don't worry ... it's FREE!
Customer advisory boards help B2B marketers refine ABM programs through deeper insights, stronger alignment, and increased advocacy from key clients. Discover how CABs fuel better results. Read more.
Agencies working with SMBs face rising pressure to prove ROI. Adding SaaS offerings helps create recurring income, retain clients, and differentiate services. Learn how. Read more.
Most agency-side marketing strategists say their discipline is at a crossroads and often considered expendable by clients, according to recent research.
SMB decision-makers say their biggest current marketing challenge is not knowing what's working, according to recent research.
Marketers face pressure for immediate results, but sustainable growth requires balance. Learn how brand and performance marketing can reinforce each other to deliver long-term value. Read more.
Philip Kotler ("the father of modern marketing") and co-author Waldemar Pfoertsch argue that "performance branding" is reshaping B2B marketing by linking brand identity to measurable business results. Read more.