When setting up a new email marketing program, B2B marketers have special considerations that should be part of the initial strategy. The B2C process is often very transactional, and focused on deals, offers and entertainment. But B2B buyers, while still interested in pricing considerations, have many different factors as part of their decision making process.

The first step is to think about who is the audience for your marketing. Who are the people interested in using your product or service, and who is actually responsible for purchasing it? Are there multiple people and prospects that need to weigh in as part of the process? Knowing who is making the purchasing decisions is the critical first step in your B2B marketing strategy.

Next, think about how your customer will buy. What does their buyer's journey look like? Is this a low-cost item or something that is a quick decision for your buyer, or is it likely to be a longer process because of the budget or other complexities? This process is sometimes referred to as the buyer’s journey or lifecycle of the prospect. 

In the case of the longer decision-making process that’s part of a B2B sale, it’s important to consider all the steps your prospect (and any other decision-maker) needs to take before they are ready to make a purchasing decision. What kind of information is needed to help the decision-makers understand your product or service? Is this an annual expense, or a one-time project allocation? 

Once you’ve come to understand what's important to your prospect (and other affected decision-makers) at different stages of their buying process, you’ll want to think about now to educate and inform each decision-maker who is part of their process. 

Most importantly: NEVER lead with a sales pitch. 

Buyers in B2B appreciate education much more than a sales pitch. You should be the expert on what you offer and willing to teach them what you know. Help them understand that they can come to you with their questions and educate them. Be their guide to finding the right solution for their needs…whether or not that is your solution. 

This process builds trust and creates an educated buyer who is much more likely to respond to your marketing. Your goal is not to sell, but to build a relationship and start a dialogue.

There is a time where your buyer is learning and trying to educate themselves. Then there is a time when they are trying to narrow their focus and decide which of the different options available might be the right one. And then there's a point where they're looking to make decisions, some of which may be based on budget. If you want to be part of the last conversation, you need to be present for the first part.

Need help building a B2B strategy for your target audience? We can help you build a program that builds a dialogue with your buyer at every stage of their process.