1 the process of b2b buying. 2 the discovery process your most valuable prospects their most...

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TheProcessof B2BBuying

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The Discovery Process

Your Most Valuable Prospects

Their Most Important Issues

Their Most Important Influences

How And Why They Choose To Buy

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Your

Most

Valuable

Prospects

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Your Most Valuable Prospects

Beyond Demographics

Companies and Roles

Characteristics

Environment

Situation

Data Quality

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Their

Most

Important

Issues

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Their Most Important Issues

How do they describe them?

Challenges ~ Capabilities

Interesting vs. Important

Key Symptoms

Consequences

Trigger Events

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Their

Most

Important

Influences

BlogsBlogsBlogsBlogs

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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?

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How and

Why they

Choose to

Buy

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The Process of B2B Buying

IMPLEMENT

APPROVE

SELECT

EVALUATE

ENGAGE

RESEARCH

RECOGNISE

STATUS QUO

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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

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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

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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

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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?