Customer Journey: How to understand the buying centers of your B2B customers

[Shishirgano9]

The manufacturer of a CRM software lists roles, challenges, suitable product values ​​and message:


Next Steps:

After the roles have been assigned, it is important to understand truemoney database the relationship between those involved as a network. A network that has many different touchpoints along the customer journey.

Understanding the special dynamics of the B2B buying center
In addition to the distribution of roles, identify the relationships between people. This will give you a feel for the group dynamics and enable you to better support the customer journey and the decision-making process.

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Look at the individual roles of the decision-making group and their dynamics.

Who has how much influence?
Which emotions should be included?
Who seeks advice or recommendations from whom?
Who has what information needs?
How does the collaboration between marketing, sales and customer service look in the company?
How do the personas get the support of the management level?
These questions will guide you in your further approach. You should always bear in mind that the decision-making group functions as a system and needs to be convinced with individual challenges and goals, but also as a unit in different phases. Make a note of which channel is used at which point. When or in which phase does the search for information take place on the website, in the blog, via a print article? Read this article: Touchpoints - the signposts along the customer journey and also take the offline connection into account. For example, sending an article by post plays a role here, or one of the personas is confronted with the product via outdoor advertising. Even aspects such as the special environment in which the website is visited can have an influence (keyword: barrier-free websites ).