Understanding your company’s B2B buyer mindset is critical in engaging your audience as they maneuver to make a purchase decision. The earlier you are able to locate these buyers in the buying cycle, the more chances you have to persuade them to consider your brand’s merits over the competition. Below you will find a general buying funnel snapshot of a typical B2B buyer. Note that this is a gross generalization based on our experience and implementing an effective B2B funnel marketing strategy requires a detailed analysis of your product’s unique buying cycle.
|Funnel||Funnel Phase||Buyer Mindset||Marketing/Sales Literature|
|Top(Time=0)||Research Products addressing problem||Most B2B buyers have little exposure to what kind of solution they are looking for. They have a general understanding of their problem.||Analyst reportsEducational sitesSocial mediaPeers|
|Research general brands addressing problem||Sampling of general brands||TradeshowsUser GroupsWikipedia type sitesComparison charts|
|Better defining company needs||Defining their product needs. Preparing a RFP||WhitepapersChecklistsBuyer Guides|
|Middle(Time=1 to 3 months)||Understanding all brands/products out there and how they compare||Doing a competitive analysis of all brands out there||Comparison ChartsSpecialty websites|
|Better understanding shortlisted brands/products||Attending webinars||Specialty websitesVendor webinars|
|Taking sales calls, asking questions, getting demos||Talking to prospective vendors||RFP analysisFeature comparison|
|Doing the homework||RFP refinement and comparison||Technical EvaluationCost Analysis|
|Getting to know the companies||Hearing sales pitches||RFP analysisTechnical Integration and compatibility analysisOverall offering analysisVendor background checks
|Bottom(Time= 1.5 to 6 months)||Making a purchase||Eliminating vendors||Product deliverables analysisProduct support analysisPricing negotiationsBest Value analysis|
Of course much of the early in the funnel marketing literature is accessed via various marketing channels. These include SEM, SEO, Publication marketing, comparison sites etc. SunMantra consultants will be happy to look at your funnel to ensure that you have a comprehensive strategy to own the whole sales funnel.