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As marketers, we understand that different people play a different role in B2B purchasing decisions. But did you know, according to Business.com, an average of 13 people within an enterprise level organization are involved in a purchasing decision before a final decision is made?
Even within mid-size organizations, those 13 people are likely spread throughout the organization horizontally, and even more so, vertically. As a result, targeting upper level management is only part of the successful sales and marketing equation.
By understanding how each level of an organization searches for a solution as well as their specific needs, desires, and wants – you can be much more effective at targeting multiple levels of management.
Who plays a role in the purchase of your products or services? If you’re not sure, create a list of key players in the organization who your demand generation campaigns must reach and target them on a more consistent basis.
Tags: btob marketing / targeting / demand generation