B2B Excellence - B2B Buying Committee Myths
B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.
We include the perspectives from a variety of enterprise marketers, stories from fast-growth businesses challenging the conventional ways of working and thinking, and the top 1% of B2B marketers shaping modern-day practices.
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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.?
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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
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
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.
Commercial Strategy for Services & Tech - Champagne Aficionado
10 个月It's a good episode. Cheers for the shoutout!