Founder of 60 Second Marketer, CNN Contributor and Author of Go Mobile and How to Make Money with Social Media
Introductions
I’ve written a few books
I get on TV sometimes
And I’ve helped a few clients
you may have heard of
But the thing I love to do most is to help people like you
SELL MORE STUFF
Let’s talk about B2B consumer secrets
Secret #1: Your customers go through six distinct
stages before making a purchase
Knowledge
LikingPreferenceConviction
Purchase
Cognitive Stage
Affective Stage
Behavioral Stage
Secret #2: The second B in B2B
is actually a C
1. Fewer, larger buyers 2. Close buyer-customer relationships 3. Professional purchasing 4. Several buying influences 5. Multiple sales calls 6. Inelastic demand 7. Geographically concentrated buyers 8. Direct purchasing
That said, there are some distinctions:
Secret #3: People buy for emotional reasons and then rationalize their purchase
with logic
[Despite what Porsche buyers will tell you, nobody actually buys a Porsche for logical reasons]
Secret #3: People buy for emotional reasons and then rationalize their purchase
with logic
Secret #4: People have subconscious reasons for
preferring one brand over another
Secret #4: People have subconscious reasons for
preferring one brand over another
Baylor University proved this with a blind taste-test with Coca-Cola and Pepsi.
THE STUDY HIGHLIGHTED THE IMPORTANCE A BRAND PLAYS IN
PURCHASING BEHAVIOR.
Secret #5: The B2B purchase is much more complex than the B2C purchase
Go Away
• Initiators: Those who request something to be purchased
Go Away
• Initiators: Those who request something to be purchased
• Users: Those who will be using the product or service
Go Away
• Initiators: Those who request something to be purchased
• Users: Those who will be using the product or service
• Influencers: People who influence the buying decision
Go Away
• Initiators: Those who request something to be purchased
• Users: Those who will be using the product or service
• Influencers: People who influence the buying decision
• Deciders: People who decide on product requirements or on suppliersGo Away
• Initiators: Those who request something to be purchased
• Users: Those who will be using the product or service
• Influencers: People who influence the buying decision
• Deciders: People who decide on product requirements or on suppliers
• Approvers: People who authorize the proposed actions of deciders or buyers
Go Away
• Initiators: Those who request something to be purchased
• Users: Those who will be using the product or service
• Influencers: People who influence the buying decision
• Deciders: People who decide on product requirements or on suppliers
• Approvers: People who authorize the proposed actions of deciders or buyers
• Buyers: People who have formal authority to select the supplier.
Go Away
• Initiators: Those who request something to be purchased
• Users: Those who will be using the product or service
• Influencers: People who influence the buying decision
• Deciders: People who decide on product requirements or on suppliers
• Approvers: People who authorize the proposed actions of deciders or buyers
• Buyers: People who have formal authority to select the supplier.
• Gatekeepers: People who have the power to prevent sellers or information from reaching members of the buying center
Go Away
Secret #6: The majority of your prospects and
customers are visual learners
Secret #7: Colors have meaning
and can impact your conversion rates
Source: JuanMarketing.com
Secret #8: Your customers fall
into one of four categories
1.Price-Oriented Customers: Price is everything 2.Solutions-Oriented Customers: They want low prices but will
respond to arguments about lower total cost or more dependable supply or service.
3.Strategic-Value Customers: They want a fairly permanent sold-supplier relationship with your company.
4.Gold-Standard Customers: They want the best performance in terms of product quality, assistance, reliable delivery, and so on.
Four types of business customer
Secret #9: There are 9 questions you should ask
before you launch your next B2B marketing campaign
10 Fundamental B2B Questions
1. Who buys our product or service?
10 Fundamental B2B Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?
10 Fundamental B2B Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?
10 Fundamental B2B Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
10 Fundamental B2B Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
10 Fundamental B2B Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
10 Fundamental B2B Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)7. How do your prospects and customers currently perceive our product?
10 Fundamental B2B Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)7. How do your prospects and customers currently perceive our product?8. What other factors influence the purchase decision?
10 Fundamental B2B Questions
1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)7. How do your prospects and customers currently perceive our product?8. What other factors influence the purchase decision?9. How do personal or demographic factors influence the purchase decision?
10 Fundamental B2B Questions
Secret #10: People remember things
in groups of three
Just Do It Finger Lickin’ Good Snap! Crackle! Pop!
Diamonds Are Forever I’m Lovin’ It
wordsB2B consumer’s eyes gravitate to certain
Secret #11:
• Free • Now • You • Save • Money • Easy • Guarantee
• Health • Results • New • Love • Discovery • Proven • Safety
How to put all of this to work
Let’s Talk B2B Marketing Techniques
Ranking of B2B Marketing Channels
Prospect Journey
Discovery of Need
Awareness of Options
Consideration of Alternatives Conversion Relationship Retention
Traditionally, a prospect is converted to a client, then a relationship is established.
Prospect Journey
Discovery of Need
Awareness of Options
Consideration of Alternatives Conversion RetentionRelationship
But today, more companies are building a relationship first, then converting them to clients.
Email Marketing and Marketing Automation
Key points to remember
[email protected] PH: 678-313-3472
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