1 the process of b2b buying. 2 the discovery process your most valuable prospects their most...
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3 Your Most Valuable ProspectsTRANSCRIPT
1
TheProcessof B2BBuying
2
The Discovery Process
Your Most Valuable Prospects
Their Most Important Issues
Their Most Important Influences
How And Why They Choose To Buy
3
Your
Most
Valuable
Prospects
4
Your Most Valuable Prospects
Beyond Demographics
Companies and Roles
Characteristics
Environment
Situation
Data Quality
5
Their
Most
Important
Issues
6
Their Most Important Issues
How do they describe them?
Challenges ~ Capabilities
Interesting vs. Important
Key Symptoms
Consequences
Trigger Events
7
Their
Most
Important
Influences
BlogsBlogsBlogsBlogs
8
Their Most Important Influences
What are they looking for?
Where do they search for answers?
Who do they know?
Who do they trust?
What do they read?
9
How and
Why they
Choose to
Buy
10
The Process of B2B Buying
IMPLEMENT
APPROVE
SELECT
EVALUATE
ENGAGE
RESEARCH
RECOGNISE
STATUS QUO
11
Aligning the Buyer and the Vendor
At each stage: Who is likely to be involved? What are they likely
to be looking for?
PROSPECT
At each stage: What do we need to know?
How can we help them move forward?
VENDOR
IMPLEMENT
APPROVE
SELECT
EVALUATE
ENGAGE
RESEARCH
RECOGNISE
STATUS QUO
12
Measuring Progress
IMPLEMENT
APPROVE
SELECT
EVALUATE
ENGAGE
RESEARCH
RECOGNISE
STATUS QUO
Process of B2B Buying
SUSPECTS
ENQUIRIES
MARKETING QUALIFIED LEADS
SALES QUALIFIED OPPORTUNITIES
PROPOSED
SELECTED
WON/LOST
13
Diagnosing Bottlenecks
IMPLEMENT
APPROVE
SELECT
EVALUATE
ENGAGE
RESEARCH
RECOGNISE
STATUS QUO
How many projects leak at each phase,
and why?
LEAK
How long do projects take to pass through
each phase?
LAG
14
What Vendors Need to Know...
1. What problem(s) do you solve?
2. Who do you solve them for?
3. How do they know they have a problem?
4. How can you ensure they consider you?
5. How can you ensure they choose you?
6. How can you ensure they approve you?