In the B2B world, many companies focus on the characteristics of the companies they want to do business with. However, behind every company there are decision-makers. Understanding these people is crucial for effective marketing and building strong business relationships.
1. The importance of the human factor in B2B
Although companies are entities, decisions are made by people with unique needs, objectives and emotions. If we focus only on company profiles, we miss the opportunity to respond to the personal motivations of decision-makers. Knowing the person in the job allows us to better tailor communication and offers, leading to more effective partnerships.
2. Buyer persona: more than a company profile
A buyer persona is a detailed representation of your ideal customer, based on research and data. In a B2B context, this means that we look not only at the company, but especially at the people within that company who make the decisions. These buyer personas help us understand the challenges, goals and behaviours of these people, allowing us to tailor marketing strategies more effectively.
In addition, a well-developed buyer persona is essential for profitable digital advertising campaigns. By knowing exactly who your ideal decision-maker is, you can show your social media ads to precisely those profiles that are most likely to be interested in your offer. Instead of wasting your budget on a broad, unfocused audience, you target specific demographic and professional characteristics, leading to higher conversion rates and better ROI.
3. Differences between decision-makers in different business environments
The characteristics and needs of a decision-maker in a multinational differ considerably from those of a small family business. While one may value simplified processes and international standards, the other may attach more importance to personal relationships and local market knowledge. By understanding these nuances, we can make our approaches and communication more effective.
4. Criteria for creating a buyer profile
When developing a buyer profile, there are several criteria to take into account:
- Demographic data: age, gender, level of education
- Professional information: job position, responsibilities, sector
- Objectives and challenges: what are they trying to achieve, what obstacles do they encounter?
- Preferences and behaviours: What communication channels do they use, how do they make decisions?
It is important to note that certain information, such as salary details, is subject to strict privacy laws in some regions, such as the European Union, and is more difficult to obtain. In countries such as Mexico, this data may be more accessible, which can contribute to a more detailed profile of the buyer persona.
Conclusion
Understanding the person behind the customer is essential to successful B2B relationships. By looking beyond the company profile and focusing on individual decision-makers, marketing strategies can become more personalised and effective. At LECIT MX, we are happy to help you develop detailed buyer profiles, so you can optimally tailor your marketing efforts to your customers' needs.