It is very common for a company's sales force to identify a buyer persona linked to a business opportunity and overestimate the decision-making capacity of that profile, ruling out commercial action on other profiles within the company that also play a role in decision-making.
This buyer persona is probably the one who has identified a need and is actively searching for solutions. This is the person who actively searches for information, analyses possible solutions to their needs, turkey whatsapp number data identifies potential suppliers… but may not be the person who ultimately makes the decision. In these cases, the commercial action cannot be aimed solely at this profile and it is necessary to identify which purchasing roles are involved, identify the people and exercise the appropriate “influence” .
It has happened to all of us that after working very actively with a contact, in the end they discard our solution and we realize that the decision was made by someone else with whom we have had no interaction of any kind.
To increase our chances of success in the business opportunities we open up, we need to define and act on a purchasing decision-maker. Once we have identified the key people, we can go further and design, even if only schematically, a Buyer's Journey and indicate in each phase of the journey who is involved and with what intensity. This exercise can help us to guide the commercial action at each moment and define the scope of communication well.
But how can we identify these decision-makers in the B2B purchasing center?
Only 23% of B2B marketing leads are decision makers. Source: SiriusDecisions
Some of these initiatives can be implemented to define the customer map for an account:
1. Approach our contacts in the company
In our interaction with the contacts we have, we can obtain information about who is who within your company in the purchasing process and find out what other people are involved in the project.
2. Make use of external databases or technological tools.
Companies that manage databases such as Informa D&B can help us identify ideal accounts and decision-making profiles within each account. Linkedin's Sales Navigator database also allows us to identify potential relevant people in an account and map clients by level based on their degree of authority.
But there are also purchase intent tools that allow us to trace the activity on our website of potential accounts through the identification of the IP (e.g. Leadfeeder ) and the geographic location. Once the accounts that have accessed our website have been identified, they offer us a map of possible contacts. These tools are not exactly cheap, but who is not interested in knowing which companies that have not contacted us have visited us and what content they have viewed?
3. Our potential clients' own website
Not all companies do this, but it is becoming more common for them to publish their employees' professional profiles on their own website.
