A Guide to the B2B Buying Process

In a post for Inbound Sales, the staff provides a guide to understanding the B2B buying process.

They say the buying process represents a set of steps your prospects need to go through in order to make a purchase, including Awareness, Evaluation, and Decision:

These days, they say, buyers are being inundated with more marketing messages over even more channels than ever before, leading to information overload, confusion, and stalled decision-making cycles.

“Better content targeting and personalization is required to end “carpet bombing” B2B marketing techniques,” they write. “Instead, you need to create a dialogue with buyers that guides them through the decision making process.”

(See This Year’s Highlights for B2B Marketing)

In the first phase of the buying process, decision makers need to be convinced that the status quo should/must change.

“It’s at this pivotal time when buyers define strong provider preferences,” they write.

In the evaluation stage, they say, prospects are looking for leading experts on the subject and the potential outcomes they can realistically plan to accomplish.

(See Should You Use Pinterest in Your B2B Social Media Strategy?)

“Discuss risks and how your expertise helps mitigate it proactively,” they writes. “Help them enlarge their thinking in strategic ways and make sure you consider the needs of the project influencers, various stakeholders, and colleagues.”

In the final stage of the buying process, your prospects buying team must reach consensus on a particular proposal.

“This is the opportune time to highlight customer success stories and demonstrate how your customers have achieved successful project implementation and business value,” they write.

For more on the B2B buying process, read the entire post here.

Photo by: Ian Collins

Contributing Author

You might also like ...
Your Guide to Outbound Automation: How Thena 10x Outbound Without BDRs

Does automating outbound sales efforts really work? It can and it does, as shown in this post by Thena. They use automated outbound to 10x their efforts. Here’s how they do it.

by Kyle Poyar
HR & Leadership
Sales Hiring Crystal Ball: How to Hire Sales Leaders Who Thrive

How do you find and hire a sales leader who can thrive in today’s rocky selling environment. Expert Amy Volas lays it out here.

by Amy Volas
Product-Led Growth
The 3 Part Framework for Designing Efficient B2B SaaS Organizations in 2024 and Beyond

B2B SaaS companies need to not only learn how to “do more with less” but also “do different with what we have.” This three-part framework can help.

by Mark Khavkin, Jonathan Tice