Content marketing for : User members of B2B buying centers

The Buying Center is an informal group of people in organizations who influence the decision to buy your product or service. Members of buying centersĀ  have different degrees of influence and things can get pretty political and unpredictable. It is therefore important to tailor your marketing content for each role in the buying center. MarketingContinue reading “Content marketing for : User members of B2B buying centers”

Dealing with the power and politics of B2B buying centers

We get frequent questions from innovative solution sellers about how to deal with the power and politics of B2B Buying Centers. This is after you have started talking with people at a prospective customer organization. And yet a deal doesn’t seem to be coming through.Here is our take and we hope this makes our dearContinue reading “Dealing with the power and politics of B2B buying centers”

How is B2B Marketing different from B2C marketing?

Need is very different in B2B and B2C. When a business buys in B2B they are primarily buying to feed their internal operations. The feeding may be an internal user – deep inside the buying organization. T

Understanding the Buying Center can help B2B Marketers and Supply Chain for innovation

Understanding and talking about the Buying Center can help B2B Marketers and Supply Chain Managers for innovation. The Buying Center is a 40 year old concept attributed to Webster and Wind and can be hugely useful to both B2B Marketers and Supply Chain /Procurement managers today. The Buying Center is a part of the informal organization and involve a bunch of people who have varying influence on the B2B buy decision. The individuals in the Buying Center can have one or more of the following roles: