{"id":2829,"date":"2023-01-09T21:12:00","date_gmt":"2023-01-09T21:12:00","guid":{"rendered":"https:\/\/teamstepup.com\/blog\/not-understanding-how-your-b2b-buyer-makes-decisions-marketing-failure\/"},"modified":"2024-07-08T10:59:13","modified_gmt":"2024-07-08T10:59:13","slug":"how-your-b2b-buyer-makes-decisions","status":"publish","type":"post","link":"https:\/\/teamstepup.com\/blog\/how-your-b2b-buyer-makes-decisions\/","title":{"rendered":"Not Understanding How Your B2B Buyer Makes Decisions = Marketing Failure"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">90% of marketing and sales failures stem from missing something crucial in how your B2B buyer makes their decisions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The B2B market has changed dramatically in the last couple of years.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The B2B buyer has taken control of the sales process:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They strive to research everything on their own terms.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They expect to find the relevant answers when searching on their own.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They want to evaluate their options before talking to a sales rep.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They give an advantage to companies who help them in their process.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Building your marketing based on your buyer&#8217;s decision-making process is still very challenging.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B2B buying decisions are often made by a long and complex process that involves multiple stakeholders.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, you will not know where your buyer stands at any given moment in the process and they can disappear without a trace.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the one hand, B2B marketing is more challenging than ever, but on the other, marketers have never had as much influence on a company\u2019s growth as they do today.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This article will show you how to reinvent your buyer&#8217;s journey and how it can be the key to unlocking your company&#8217;s growth potential.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Today\u2019s Challenge of Deciphering the B2B Buyer Journey<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The challenge is that the B2B buyer journey is non-linear.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using all the data and scientific methods isn&#8217;t enough to truly understand how your potential customers decide to purchase.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are a few examples of the challenges we B2B marketers face today.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You need t<\/span><span style=\"font-weight: 400;\">o account for <\/span><span style=\"font-weight: 400;\">the <\/span><span style=\"font-weight: 400;\">multiple stakeholders who will have a say, each with varying interests, concerns and goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are technical specifications involved depending on the detailed requirements of individual challenges that your company is solving.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can\u2019t be sure where your buyer actually is in the process at any given moment. And the sales cycle can take what feels like forever.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can celebrate one day because your prospect just moved to an advanced pipeline stage. And then you don\u2019t hear from them for the next two months..\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When you finally do hear from them, their level of understanding of your solution regresses to that of someone who has visited your website for the first time..<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-3325 aligncenter\" src=\"https:\/\/teamstepup.com\/wp-content\/uploads\/2023\/01\/the-commuter-the-commuter-gifs.gif\" alt=\"\" width=\"398\" height=\"269\" \/><\/span><\/p>\n<h3><\/h3>\n<h3><b>You Probably Don\u2019t Know Your Buyer Like You Think\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Now, you\u2019re probably thinking, \u201cI know my buyer and their journey, it\u2019s one of the first things I mapped out when I first started the position\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I\u2019m sure you do have a buyer\u2019s journey mapped out. But when was the last time that happened? When was it last reevaluated in light of changes in the market?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your buyer is a human and sees things differently today than a year ago. This is definitely true in many areas of their life in general. When it comes to their problems in the perspective of where the market is today, your product\/service has a good chance to have changed drastically.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The first place to begin the reevaluation process should actually be your ICP.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don\u2019t work on an entire 2023 strategy before covering these basics.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Developing a strategy can only begin after you have a clearly defined updated ICP and decision maker that reflects today&#8217;s reality. Read our article on updating an ICP in 2023 <\/span><span style=\"font-weight: 400;\"><a href=\"https:\/\/teamstepup.com\/gtm\/b2b-ideal-customer-profile\/\">here<\/a>.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>How to Create A B2B Buyer\u2019s Journey in 2023\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">There are many good B2B buyer journey mapping guides out there today.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is not meant to replace those, rather, these pointers are meant to give you additional factors to use for further refining your buyer\u2019s decision process.\u00a0<\/span><\/p>\n<h3 style=\"padding-left: 40px;\"><b>1. Know your ideal buyer persona<br \/>\n<\/b><\/h3>\n<p style=\"padding-left: 40px;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Reevaluate your ICP and your ideal buyer considering the biggest shifts that occurred in their world over the past year. Personalize your messaging and make your sales funnel more effective accordingly.<br \/>\n<\/span><\/span><\/p>\n<h3 style=\"padding-left: 40px;\"><b>2. Buying triggers<br \/>\n<\/b><\/h3>\n<p style=\"padding-left: 40px;\">Focus on your buyer\u2019s specific trigger that causes them to initiate the journey. When you map it out, you can clarify their pains and goals.<\/p>\n<h3 style=\"padding-left: 40px;\"><b>3. Know the buying shifting point<\/b><\/h3>\n<p style=\"padding-left: 40px;\">Every buyer has a moment when they decide internally if they want your solution. IT IS THE SELLING SHIFTING POINT. They are now ready to proceed and are looking for a provider who can provide the solution.<\/p>\n<h3 style=\"padding-left: 40px;\"><b>4. Always be learning and testing what works<\/b><\/h3>\n<p style=\"padding-left: 40px;\">Buyers are not robots. Every buyer makes decisions at a different pace. Find out what works and test variables so they can relate to different types of buyers.<\/p>\n<h3><b>A Different Approach to Your 2023 Go-To-Market Strategy\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You might be considering going with the obvious and easy route for planning your 2023 strategy by replicating whatever \u2018worked\u2019 in the previous year. And, of course, dump whatever didn\u2019t work.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For instance, a webinar you ran that was generated the number of leads to help hit the MQL KPI.\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, that obviously means that there will definitely be a webinar this time as well. Right?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Or, maybe you tried to run an ABM direct messaging campaign on LinkedIn that didn\u2019t generate enough leads &#8211; it will not be part of 2023\u2019s plan.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While this may seem like a logical approach, it is, in reality, wrong and likely to set you on a path of failure.\u00a0<\/span><\/p>\n<h4><b>Why One Tactic Worked And The Other Didn&#8217;t?\u00a0<\/b><span style=\"font-weight: 400;\"><img decoding=\"async\" class=\"wp-image-3326 alignright\" src=\"https:\/\/teamstepup.com\/wp-content\/uploads\/2023\/01\/pexels-mart-production-7256355-e1673352708415.jpg\" alt=\"\" width=\"324\" height=\"282\" \/><\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Looking back at 2022, Did you evaluate which marketing tactics actually worked and which didn\u2019t?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How different is your 2023 marketing strategy from what you ran in 2022?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Will you be dropping the tactics that didn\u2019t work?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019re in the wrong direction if you\u2019re focusing on the determining factors for which tactics will make the cut in your new plan because it\u2019s not a question of one tactic or another.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h4><b>It\u2019s Not About Tactics, It\u2019s About Knowing Your B2B Buyer<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Your marketing efforts failed because they didn&#8217;t meet your buyers where they needed to. The reason for the failed campaign in 2022, is that you didn\u2019t address what actually mattered to your buyer.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Go back and look at the offer. The messaging. How did you communicate the challenge that your buyer is experiencing? How did you communicate your solution?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you didn&#8217;t see the success that you were hoping for, it\u2019s most likely that your messaging simply did not resonate with your buyer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0\u00a0\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>90% of marketing and sales failures stem from missing something crucial in how your B2B buyer makes their decisions.\u00a0 The B2B market has changed dramatically in the last couple of years.\u00a0 The B2B buyer has taken control of the sales process: They strive to research everything on their own terms. They expect to find the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":3244,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[257,260],"tags":[],"class_list":["post-2829","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gtm","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>B2B Buyer: How your buyer is making decisions<\/title>\n<meta name=\"description\" content=\"B2B buying decisions are often made by a long and complex process that involves multiple stakeholders.\u00a0How does your B2B buyer decide?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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