B2B Excellence - B2B Buying Committee Myths

B2B Excellence - B2B Buying Committee Myths

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B2B Buying Committee Myths

You can watch the full episode on YouTube or your usual Podcast outlets, but this snippet from Dale W Harrison (video at the bottom of the post) reveals what actually happens behind closed doors on buying committees.

C-Suite plays an active role in buying decisions. False. It’s often multiple layers down, and often they wouldn’t even know the process is underway.

This is crucial to understand, because how much of your marketing efforts and dollars are geared towards upper management? How much time and resources are directed towards an end user who won’t have any influence over the decision of selecting you?

Of course, this won’t reflect in every category, and as Dale alludes to, will you ever know? But trying to dissect who you believe truly is influencing the decision-making is critical and taking a step back to truly access the role of “C-Suite”, your historical beliefs to your audience make-up and their remit to potential selecting your product or not, is worthy of an audience review.

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Calling for B2B Rockstars…yuk

The words I thought would never leave my mouth (fingertips) “B2B Rockstar”, but this rather creative execution from the folks over at Way Day caught my eye.

?So whilst the addition of Billy Idol was fascinating, it’s actually even more interesting to review the embedded reference to what appears to be their influence program.

A detailed digest to come next week, but this feed is awash with individual influencer posts, partner collaborations, podcast promotion, event sponsorships plus more. Check it out for some influencer inspiration.?

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“Ryan Reynolds is making advertising history”

Start your day with a reminder of why we got into this amazing industry.

Ryan Reynolds is often associated with his Welsh football team, red spandex and his amazing wit. But this 33-second ad is a healthy reminder to us all about what really gets cut through, when push comes to shove, it's the creative that wins.?

Great little watch.

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Conversations, posts or articles I liked this week


Our CFO wants us to report on every lead, even the bots

90% agreed that the SDR role is basically dead

Retargeting Campaigns – Correlation vs. Causality

Fundamental misunderstanding of the buyer's journey

Adam Robinson - Building in public update

Shockingly simple SaaS metrics

What if PLG vs. sales-led growth is the wrong debate

Steal this brilliant move from Canva

GTM overview success indicators?

Brand marketing isn't just WHAT people think of your brand, it's also WHEN they think of it

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B2C Inspiration

You can’t cheat the fundamentals in the long run

I remember fondly people saying "Voice" would change everything.


Tools & Services of the week

End-to-end podcast solutions - B2B Better


Events & Podcasts of the week

Podcast Advertising 101 webinar

Leonidas Papadopoulos

Founder & CEO at Viable | Scaling Startups into Global Ventures | Venture Builder & Investor | Forbes 30 Under 30

10 个月

Interesting insights. It's all about the creative spark. What catches your eye in B2B marketing? Chris Peters

回复
Christiana Bloxham

Looking for leads at SaaS companies? try saasyDB, the SaaS database for marketers

10 个月

It's fascinating how the C-Suite impacts buying decisions. Exciting conversations

Dale W. Harrison

Commercial Strategy & Marketing Effectiveness

10 个月

This fantasy that the CFO or the CxO is "sitting on the buying committee" is sheer nonsense. Does anyone really believe that the CFO of Google is sitting in on the committee that's deciding which brand of toilet paper to buy for the employee restrooms? After all, that's a BIG purchase! They have better things to do...you're lucky if you Director-level people sitting on those buying committees.

John James

Commercial Strategy for Services & Tech - Champagne Aficionado

10 个月

It's a good episode. Cheers for the shoutout!

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