Posts Tagged: b2b buying process

10 Things to Consider in Your Consideration Phase

This stage of the industrial buying journey is critical. Use these tips to get it right.

The industrial buying journey has changed significantly in recent years, shaking up the buyer’s awareness stage, the consideration phase, and the decision-making process. The pandemic was a black swan event that accelerated the evolution from trade shows and personal sales networks to a digital-based approach that involves buying committees and an elongated, non-linear process. Consider… Read more »

Industrial Buying and the Rise of Buying Committees

Multiple people are behind every B2B buying decision. Your marketing should consider all of their needs.

The industrial buying journey has never been easy to manage, given the challenges in closing the hefty deals needed to invest in manufacturing, packaging and distribution equipment — or the complexities and interdependencies of a supply chain, upstream or downstream. But in the good old days of trade shows and personal networks, the industrial buying journey… Read more »

Content Planning for Industrial Marketers

Unsure how to organize your content? Try basic questions: What? When? For whom?

As the industrial buying journey has become more elongated and complex, and more buyers are doing a majority of their research online before engaging with companies, solid content planning has become an essential starting point for industrial marketing. And while there are more content channels and types of content than ever, putting together a content… Read more »

4 Keys to Successful B2B Lead Scoring

Use these tips to align sales and marketing and connect with prospects at the right time.

B2B lead scoring models are primarily based on two types of attributes — explicit and implicit. Each can play a key role in industrial marketing and the successful handoff of leads from marketing to the sales team.  Explicit B2B lead scoring is based on demographics and firmographics, such as job titles, industry, company size and… Read more »

7 Types of Sales Collateral All Industrials Need

Your sales team probably uses some of these materials. But do they have them all?

One way to think of content marketing is equipping your prospects with the right information about your products during the right time in their buying journey. You can think of sales collateral in a parallel universe — equipping your sales team with sales content and materials they can use to enrich a prospect’s experience with your… Read more »

How the B2B Buying Process Works

Understand the main stages and the key factors that influence B2B decision making

The B2B buying process usually involves multiple stages over long time periods. In fact, there are purchases that can take a year or more. Unlike B2C buying, business-to-business buying isn’t generally a single-person process. A team of people analyze the potential purchase, and in some cases, a top-level person will be the one to call… Read more »