Who Should You Make Your Content For in a B2B Sale
Posted by LeadScale on April 5, 2023
B2B sales can be tricky, but creating compelling content is one of the key ways you can engage potential clients. In this blog post, we’ll walk you through the key players involved in the decision-making process and provide best practices for creating content that resonates with each.
Understanding The Decision-Making Process: Who's who?
In a typical B2B sales process, multiple stakeholders are involved in the decision-making process. These stakeholders can include decision-makers, influencers, and gatekeepers, among others. To create content that resonates with each player, you must first understand their roles and perspectives.
The 10 Key Players in B2B Sales
Those involved in B2B sales can vary depending on the industry and the specific sale, but generally, the ten key persons involved in B2B sales include:
2. Budget holders
6. Purchasing agents
7. Technical evaluators
8. User evaluators
9. Legal evaluators
Each player has unique concerns, and pain points your content needs to address if you want to capture their attention.
Creating Content for Decision-Makers: The Final Say
Decision-makers have the final say in whether or not to make a purchase, so winning them over is essential. To secure their buy-in, you must create content that addresses their unique needs and interests.
To effectively create content for decision-makers, it’s essential to focus on demonstrating the ROI of your product or service. Decision-makers are interested in the bottom line and want to know how your product or service can benefit their firm financially. Use data and statistics to back up your claims and provide concrete evidence of the value you can offer.
In addition to demonstrating ROI, it’s essential to tailor your content to the specific concerns and pain points of decision-makers. First, research their industry and firm to better understand their challenges and opportunities. Then, speak directly to their problems and offer solutions to help them overcome challenges and achieve their goals.
Creating Content for Influencers: Shaping Opinions
Influencers can shape decision-makers’ opinions, making it essential to create content that addresses their concerns and pain points. To build trust and credibility with these individuals, provide social proof through case studies, testimonials, and reviews. Our advice? Don’t underestimate the power of a positive client review. In fact, research published by Fan & Fuel found that “97% of participants said client reviews factor into their buying decisions. And 92% of consumers hesitate to make a purchase when there are no client reviews”. As if the proof wasn’t already in the pudding, further research conducted by World Financial Review stated “On average, reviews produce an 18% uplift in sales”.
Creating Content for End-Users: The Ones Who Will Use It
End-users are the people who will use your product or service. To stand out from the competition, create content that provides value and solutions to their unique needs. Focus on your product or service’s benefits rather than just listing features.
Aligning Content With the Sales Funnel: Moving closer to a sale
Understand the sales funnel stages and create content that aligns with each step. For example, educational content is perfect for the awareness stage, product demos for the consideration stage, and case studies for the decision stage.
Wrap-Up: Creating Content That Resonates
Creating compelling content for B2B sales requires a deep understanding of the key players involved in the decision-making process. By tailoring your content to the needs and interests of each player, you can increase your chances of securing the sale. Use various formats like blog posts, videos, infographics, and whitepapers to appeal to a broader audience. With these best practices, you can create content that resonates with your target audience and moves them closer to purchasing.
Data runs the twenty-first-century world, and it can be tough to deal with the chaos. At LeadScale, the only data that matters is data that drives the best following action. Our team will help you find wins by owning every moment of the journey.
LeadScale Services team helps clients get the most out of their content syndication; we deliver qualified leads with intent using our market-leading technology. Contact our team today if you’re interested in learning more.