8 milkshake
For example, buyers take a broad range
of brand, service and product factors
into consideration when assessing which
solutions can best meet a desired business
outcome or customer need.
“A B2B marketer must create
opportunity for a potential buyer to ‘sell
themselves,’” says Billy Mitchell, President
of MLT Creative, a B2B marketing agency
specializing in content marketing and
leveraging the inbound tools that help
clients get found, establish thought
leadership, generate leads and build lasting
customer relationships. “You must eliminate
as many roadblocks—aka friction—for a
potential buyer to access answers to the
most likely questions they may have.”
Mitchell says that today’s B2B marketers
now can implement more immediacy into
the engagement with any prospective
buyer. And more than anything else, they
want to see your credentials. “The more
immediately you can respond to any
inquiries they have, the better. Testimonials
and case studies reinforce your credentials.
And the sooner you can discuss pricing,
even better. I’ve always argued that
B2B and B2C are two different animals
altogether. But having said that, anything
any of us expect now as a consumer is
similar to what a B2B buyer expects as far
as information, pricing, service ahead of the
sale, service after the sale, etc.”
Prepare. Prepare. Prepare.
From where Frank Magnera sits, the
critical components of the B2B purchasing
decision in today’s landscape are largely
the same as they have always been.
Problem identification. Solution exploration.
Requirements building. Partner selection.
Justifying the decision.
Marketing’s role as masters of the brand
was once clear-cut, including building
awareness and loyalty, and helping generate
leads for sales to close. But those days are
long gone. As are the days where buyers
relied on salespeople to be their sole
education channel.
“It’s no longer a linear process,” says
Magnera, Director of Marketing for IDI
Billing Solutions. “Our buyers control when
and where they actively engage with us.
Impromptu conversations, interruptions
and engagement occur at all stages—and
in no predetermined order. Awareness,
to say B2B doesn’t have to be ‘Boring
2 Boring.’ More and more consumer
marketers are entering into B2B and it is
improving our creative product.”
In today’s ever-shifting business
landscape, one made even more interesting
thanks to a once-in-a-lifetime global
pandemic, the buying and sales cycle
comes down to two important factors:
more education, and more technology to
track timing and delivery. “You must realize
that your customer has a need and your
product/service helps to solve a business
challenge,” Mayfield says. “Others in their
space likely have that same challenge, so
you want to help foster a community that
makes the industry better.”
B2B buyers want the innovation and
flexibility offered by challenger brands.
But they also seek the reliability that
comes from working with well-known
and experienced vendors. To move from
shortlist to sale, today’s buying decisions
must meet a vast set of requirements, which
can result in a paradox of needs among the
person or persons involved in the buy.
YOU MUST ELIMINATE AS MANY
ROADBLOCKS—AKA FRICTION—
FOR A POTENTIAL BUYER TO ACCESS
ANSWERS TO THE MOST LIKELY QUESTIONS
THEY MAY HAVE.”
— BILLY MITCHELL, PRESIDENT, MLT CREATIVE
July 2022