B2B Marketing Tip of the WeekA B2B sale often involves numerous individuals and can take weeks, months or even years. To succeed with a complex and diverse group, first understand each person’s needs, and their role in the buying process. Identify the typical players and develop a persona for each.

Look for specific problems your product will solve, objections you will need to overcome, and preferred sources of information for each role. For example, the economic buyer may require a detailed ROI analysis, where the IT decision-maker needs an in-depth technical demonstration.

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