A single-person B2B buying process is rare
If you want to influence a B2B decision maker, you must consider the people above, below, and around that individual at the company. The larger your deal size — the more expensive or complicated the product — the more this applies.
On average, there are 5.4 people involved in a B2B decision making panel [CEB].
Each person in a decision making panel has different priorities, needs, and concerns. Accordingly, each individual should be reached with tailored messaging — if not personalized, messaging should at least be specific to a role.
In order to get the right messaging in front of the right people at the right time, B2B marketers can mix and match messaging, content type, and channel.
In this whiteboard video, Lena Shaw, Director of Marketing and Growth at LeadGenius, illustrates how multichannel messaging to a decision making panel can increase sales velocity.
Effective multichannel messaging requires an understanding your Total Addressable Market (TAM). Having a clearly defined Ideal Customer Profile (ICP) within that total addressable market is the next step.
With this information in hand, multichannel messaging is made scalable because, more often than not, your ideal accounts, or segments of your ideal accounts, share similar organizational structures. Every company does not have to be a one-off.
Outlining messaging strategy starts with some simple questions.
- Who will use your product?
- Who will pay for your product?
- Who will influence the decision to buy or use your product?
- Who has final budget authority?
The answers to these questions vary based on factors such as company size, org or department, and industry. The prospect’s role will also contribute in informing you what their pain points are and what they are looking for in a potential solution.
Content type is the format in which you communicate the value of your solution. For example, an eBook, video demo, pitch deck, gift, etc.
Channel is the medium through which content is being distributed. For example, email, social media, direct mail, in person, etc.
If you understand a B2B company’s organizational structure, you can move a decision along faster than your competition. Rather than relying or waiting on a single point of entry, multichannel messaging in an account based strategy allows you to blanket an organization and leverage dynamics of group decision making to tee up the most productive selling conversation.
Don’t just blast your message (and burn your budget) out to anyone who will listen. Act strategically and target the right people in the right position. A well-defined market and understanding of your ideal accounts makes multichannel messaging scalable.
If your account based marketing or sales strategy is limited to targeting a single decision maker, you’re missing the picture.