Getting to know your B2B tech buyer
Columnist Josh Aberant explains why marketing shorthand and personas are only a first step in building lasting B2B relationships.
I recently examined the challenges of B2B developer marketing. One area I touched on was the importance of really understanding stakeholders’ sometimes divergent “hot buttons.” That went hand-in-hand with another lesson: You’re not addressing just one target, but a whole lineup of influencers and decision-makers who have a say in the sale.
That’s because when doing any kind of B2B technology marketing, you’ve got to embrace the hard truth that one size never fits all when it comes to needs, value propositions and messaging.
One person’s idea of product value may be another person’s “meh,” to put it bluntly, even if they’re working within the same four walls, even on the same project. You just can’t assume your targets will all interpret your message the same way. That’s especially true when you’re trying to capitalize on marketplace trends. (That is to say, throwing out some buzzwords that sorta fit your product and hoping they stick.)
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