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!
Small business owners say customer acquisition is both the biggest marketing challenge they face and the top area they need to improve to achieve their marketing goals this year, according to recent research from Constant Contact and Ascend2.
Explore these insights on why marketers, especially those in tech, should rethink their automation strategies. Understand the cultural shifts needed to enhance ROI and customer relationships. Dive into the full discussion.
Do marketers think their companies will face more competition in 2024 compared with 2023? To find out, researchers conducted a survey of 507 marketing professionals in the United States.
What makes top B2B marketers successful? Recent research unveils what differentiates top performers. Dive deeper.
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.
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.