In today’s B2B landscape, the art of sales and marketing has transformed into a multifaceted challenge. The days of simply reaching out to individuals with impressive C-titles and managers, expecting them to hold all the decision-making power are fading into history.
Why? Because the reality of complex B2B buying processes is looking far more complicatated than we might assume.
Rethinking the Assumption
We get it – those titles can be pretty impressive. But here’s the catch: assuming that these C-level and managers people hold all the power can lead your marketing and sales strategy in the wrong direction. Putting all your eggs in this particular basket can result in tons of great effort that generates little in return. And let’s be honest, that can be a real energy-drainer.
Today’s B2B landscape is a complex constellation of decision-makers, influencers, and stakeholders. It’s not just the C-level executives and managers who have a say in the matter. In fact, it can involve as many as 30 people who collectively shape the decision-making process.
The Lack of Access
So, here’s the challenge: How do you reach these influential stakeholders when you don’t even know who they are? How do you navigate the labyrinth of B2B buying processes and ensure that your message reaches the right ears?
The key lies in a shift of perspective. Instead of focusing solely on the C-title, managers individuals, consider where your solution fits within the organization you’re targeting. Delve deep into the impact it can have on their operations and goals. Identify the key influencers and users of your product or service, and understand their roles in the decision-making process.
Influence Beyond Known Contacts
Instead of solely relying on assumptions and communicating with your already known contacts, switch the perspective – here’s where the magic of Account Based Advertising comes into play. It enables you to cast a wider net. It empowers you to identify, target, and engage with all the decision-makers, including those who might be flying under the radar.
By mapping out the entire landscape of your target account – from the top-level executives to the managers, influencers, and even those who are yet to reveal themselves. By leveraging precise targeting and personalised messaging, you can capture the attention of not only the known players, but also those who may hold vital pieces of the puzzle.
Create the Advantage
Don’t let the fancy C-titles and your assumptions blind you to the broader network of influencers and decision-makers that exist within an organization. By unlocking the hidden influencers in the B2B buying journey, you can navigate the complexities with precision and enhance your chances of success. Take the time to understand where your solution fits, add value at every level, and gradually make your way to the deal.