How do we research buyers for our communications?
Start with a clear research question, listen to customers and informed stakeholders, then turn the findings into communication priorities.
Read moreBusiness buyers bring different concerns, responsibilities and levels of knowledge to a purchase. Understanding what matters to them helps us decide what to say, which evidence to offer and where our message needs to change.
Start with a clear research question, listen to customers and informed stakeholders, then turn the findings into communication priorities.
Read moreBuyer profiles should explain the situations people face, what prompts them to seek help and what they need to believe before choosing an offer, not just describe their job titles.
Read moreChoose messages using evidence of buyers' questions, pressures and challenges, and examine the reasoning behind any apparent opportunity.
Read moreLead with the target account's business challenges that your capabilities can credibly address, informed by its priorities and the alternatives available to it.
Read moreGive each buying committee member information framed around their responsibilities: clear business outcomes for executives and sufficient technical depth for specialists.
Read moreProspects need information that explains how an offering applies to their circumstances and connects them with expertise relevant to their needs.
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