The B2B Buying Process Visualized

The B2B Buying Process Visualized

Marketing Strategy — Tue., Oct. 3, 2023

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
Sign up for free to read the full article.
Enter your email address to continue reading

The B2B Buying Process Visualized

Don't worry ... it's FREE!

Already a member? Sign in now.

Related Articles

Martech 2024: Three Trend Predictions

Martech 2024: Three Trend Predictions

Another year in martech has passed at a blistering pace—with the discussion on new trends, technologies, and issues consuming our days. The author builds on his (mostly borne out) 2023 predictions about three martech trends.

Fundamental Change Is Coming to B2B Marketing in 2024

Fundamental Change Is Coming to B2B Marketing in 2024

The next few years will bring fundamental shifts to marketing. First things first, though: Prepare for what's to come in 2024 before looking further out into the future. Here's where 2024's most successful marketers and media agencies will direct their focus this year.

Knuckle Down in 2024: Three Predictions for Tough B2B Marketers

Knuckle Down in 2024: Three Predictions for Tough B2B Marketers

The bad news is that marketing isn't going to get any easier in 2024. The good news is that your marketing output is sure to improve if you use these three predictions to work both smarter and harder in the new year. See what's ahead...

Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

For marketers, belt-tightening is back for 2024. Balancing brand and demand investments, however, doesn't have to hurt. In fact, taking these six steps can increase impact, build resilience, and pave the way for long-term growth. Do more with less.

What to Keep In-House and When to Use an Agency: A Four-Part Decision Framework

What to Keep In-House and When to Use an Agency: A Four-Part Decision Framework

"What should I keep in-house, and when should I use an agency?" That marketing and advertising dilemma may be one of the most persistent. And the decision can be hugely consequential. Here's how to weigh your options.

B2B Marketing Budget and Spend Trends for 2024

B2B Marketing Budget and Spend Trends for 2024

Most B2B marketers do not expect their marketing budget to decrease in 2024, according to recent research.

Subscribe to the MarketingProfs Today newsletter