B2B marketing has evolved, but many martech tools still focus on individual leads, which does not align with the reality of group decision-making in purchases. Eric Dates argues for a shift from targeting leads to influencing buying committees, emphasizing the importance of understanding each committee member's role. By addressing the varied motivations of stakeholders, marketing can engage effectively, as the lead model fails to capture the complexity of modern B2B buying processes, which often involve multiple decision-makers.
Marketing to a single lead in B2B is like pitching to one person in a boardroom and ignoring everyone else. It doesn't work.
Different stakeholders have varying degrees of influence over buying decisions; a cohesive campaign engaging most stakeholders is far more effective than a fragmented strategy.
For high-involvement purchases, the idea that a single lead drives the sale is just wrong. You have to understand the role of each member.
Each stakeholder views a proposal through their own lens, shaped by their role and personal motivations for approving or rejecting the deal.
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