They want to: Evaluate ROI (Return on Investment). Its a powerful, proven technique and we thoroughly recommend learning more about it through the many books and courses that are available, but here is a summary of the influencers they describe: 1. Miller Heiman's strategic selling methodology has been the backbone of many B2B organisations' sales process where they are faced with a complex sales environment. In the majority of B2B purchasing decisions, there are multiple influencers that are all on their own specific purchase paths and have their own requirements that must be met.

B2B firms are realising they have to improve their content strategy game if they are to have influence successfully across the full purchase cycle and must involve BOTH their marketing AND sales teams.īut the complexity doesn't end there. This might vary from a sales person in a discovery meeting (the decision stage) to a social post (the early awareness stage). Messaging should change as a buyer moves through awareness, consideration and decision stages.ģ. With the right content aimed at each specific buyer influence, the task is to deliver that content through the right channel. Develop a consistent set of messaging aligned to the buyer's journey. Does a buyer really say to themselves, 'I am now a qualified lead, how exciting.' Of course not, but they might well say, 'I have researched how to fix this problem I have and I think I can clearly express what I need.' Your marketing and sales tactics and content must honour your buyer's journey and aim to move them from stage to stage of their buying process.Ģ. Around the buyer's purchase process, not your internal sales and marketing process. Both sales and marketing must agree and align:ġ.

The answer lies in rethinking your go-to-market and content strategy. In this environment, how does the seller wield influence over the different buyer types? In the past, when sales frequently had face-to-face meetings, experienced B2B sales professionals could determine through research and thorough questioning who plays what role in the purchase process and ensure each of the influencers have bought in to their solution.īut what happens in the new world in which we find ourselves, where B2B buyers are self-educating using online research and are often 70%-80% of the way through the purchase process before they even reach out to a vendor.

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