How B2B Purchasing Decisions Have Changed - Webinar

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Webinar will begin in a few moments
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How B2B Purchasing Decisions have Changed
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Your Host

• Larry Reeves

CEO
_at_AA_ISP
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(No Transcript)
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Todays Topic
Buyer Personas
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Please Welcome

• Curtis Bendt

• VP of Customer Success

_at_GetMarketJoy
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Lets start from the beginning

• What is a Buying Persona?
• State of mind of a Buyer
• Responsibility of a Buyer

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You may find
The State of Mind and Responsibility
Personas want the same things
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AWARENESS
They need to know the product is out
there According to Google, 71 of buying
decisions begin with a generic query Here you
find unaware social buyers
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EDUCATION
They need to know what the product does for
them They now know they need it! What problems
does it solve?
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VALIDATION
They want to know who does it best Here are
what most sales agents ask for! It becomes a
battle of features and costs
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BUY!
They want to know they made the best
choice Ongoing validation of product value helps
retention
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B2B Purchasing Decision Process
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Types of Personas
B2B Purchasing Funnel
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So.
Whats new?
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(No Transcript)
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Types of Buyers Based on Decision Making
Online Buyers
Unaware Buyers
Social Buyers

• Aggressively do online research before buying
• Want to know what makes you the best
• Concerned with why your product is the right fit
  for them

• Dont know their pain points or if there is any
  solution outside

• Love to socialize
• Strongly believe in word-of-mouth
• Concerned to know exactly how your product solves
  their problem

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Lead Generation Channels for Online Buyers

• SEO (Search Engine Optimization)
• PPC (Pay Per Click)
• Social Media Ads (Facebook, LinkedIn, Twitter)
• Answering on QA websites (Quora, Reddit and
  other relevant community websites)

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Lead Generation Channels for Social Buyers

• Events
• Webinars
• Podcast
• Educational Videos

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Lead Generation Channels for Unaware Buyers

• Email Marketing
• Strategic calling
• Content Marketing
• Referral Marketing

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OWN THE WHY
Two Key Points You have to give customers
the reason WHY they need your product Customers
are looking for the Ownership Experience in EVERY
buying stage
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AWARENESS 2.0
Create the Need Tap into Online Buyers 66
of B2B prospects rank industry-specific content
as very important- DemandGen Leverage online
publishers that cater to your industry Operate
SEO, PPC and Social Marketing campaigns to
increase content distribution Market in alternate
verticals that lead into your product
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AWARENESS 2.0
GIVE THE WHY This persona is going to need
to know why they need your product so keep this
in mind on all content and marketing Identify on
the SOLUTION of the pain vs the pain when
approaching this persona This persona likely
doesnt even know they HAVE a pain
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AWARENESS 2.0
OWNERSHIP This persona does not want to be
sold to as they dont understand they need the
product/service You have to let THEM discover
their need Educational Seminars Webinars Whitepape
r / Online publications Trade Shows and Events
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EDUCATION 2.0
Feed the Need Tap into Online
Researchers 67 of buyers utilize peer reviews
Leverage online publishers that cater to your
industry Operate SEO, PPC and Social Marketing
campaigns to increase content distribution Market
in alternate verticals that lead into your
product It sounds familiar but.
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EDUCATION 2.0
GIVE THE WHY This persona is going to want
to know WHAT it does for them and WHY the need
it Here you want to bring the PAIN into the
SOLUTION Let them know how easier life can be
with your product/service Content focus should be
on life without the solution
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EDUCATION 2.0
OWNERSHIP This persona is going to want to
find YOU. You have to let THEM find YOU SEO /
PPC Marketing Email Campaigns Phone
Campaigns Trade Shows and Events
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VALIDATION 2.0
Remove the Need This persona is looking for
who to buy from Focus marketing on
differentiators Pay attention to what customers
like and listen to Highlight your features AS
features along with their benefit Competitor
comparisons Nothing sells like human
interaction Leverage email, phone and social lead
generation to schedule demos Video testimonials
go a long way
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VALIDATION 2.0
GIVE THE WHY This persona is going to want
to know why they should choose you Challenge
your customer Customers want to be educated and
shown a new approach to what they know Engage in
conversation Pay attention to what pains sell
your product and focus marketing on these 81 of
Buyers buy directly due to a pain point being
addressed Train your sales team on how to probe
for customer needs Cater your product to fit each
customers specific pains
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VALIDATION 2.0
OWNERSHIP This persona is going to want to
be involved in the decision making
process Understand that an average of 6.8 people
are involved in a decision Understand what your
clients needs to sell to their peers 76
prioritize vendors suggested by their peers-
LinkedIn Publish Case Studies and provide
customer quotes 41 of Buyers use case
studies/testimonials when making
decisions Implement a referral process Who gives
the client the most control in their buying
decision? Custom options/Industry specific
features all help
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BUY 2.0
If only it ended here! This persona is
always going to want to be reminded of
value Launch new products and educate customers
on their value Monitor product usage and create
customer retention teams that ensure your
customers are trained and USING your product 81
of Buyers buy (and stay) due to product
features/functionality
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BUY 2.0
GIVE THE WHY This persona is going to want
to know WHY they should keep you Enhance
differentiators through newsletters and email
campaigns Monitor client support issues to
identify product/service enhancements Identify
trends in attrition (competitors, lifespan, where
value depreciated) Get ahead of the curve-
address concerns before they become concerns
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BUY 2.0
OWNERSHIP Make sure your customers have
ownership of their experience Ease of product
use Ability to customize/cater Product
enhancements that address customer needs Give
them use case studies to demonstrate new product
uses or service benefits
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Types of Personas
B2B Purchasing Funnel
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QA
Curtis BendtVP of Customer Success MarketJoy mar
ketjoy.comcurtis_at_marketjoy.com_at_GetMarketJoy
Larry ReevesCEO AA-ISP aa-isp.org info_at_aa-isp.or
g _at_AA_ISP
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• THANK YOU!
• A replay of todays session will be available in
  our
• Knowledge Center at aa-isp.org