Mark Eardley says, “In our B2B marketing guidebook Business-to-Business Marketing: A Step-by-Step Guide, published by Penguin Random House, my co-author Charlie Stewart and I write, “The purpose of B2B marketing is to attract and retain profitable customers.”

The first step toward achieving that goal is to know who influences buying decisions—and then win their sale-creating trust.

The first of this short series of articles offers straightforward guidance on how to…

– Identify the buying-decision influencers in your market.
– Define how your offering contributes to their success and their organization’s success.
– Create decision-influencer personas that focus on securing buying decisions.

B2B markets are complex structures. That’s because the decisions that generate sales—what to buy, from whom, and at what price—are typically influenced by many people. Identifying all these influencers is the first step toward convincing buyers to trust their decisions—and buy from you”.

How to Engage B2B Decision-Makers Who Generate Your Sales and Margins: Market Focus (Article 1 of 4)

MarketingProfs

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