Biggest Buying Driver. Canva Democratising Designs. Magnetising Value Proposition

We’ve covered a lot in recent special year end editions—holiday sales trends, AI’s big moves, and the shifts coming in 2025.?

However, there is one thing to just keeping up with trends—but it’s a whole another game to lead them.

This is why we need to first understand the underlying forces that drive everything.

One such force is the buying behaviour.?

Why do we need to carefully study buying behaviours?

Because knowing how people buy reveals why they make choices, what grabs their attention, and what gets them to pull the trigger.?

When we get what makes buyers tick, we’re not just keeping up with trends but leading them.

In edition #29 of Vik's M.I.X (Marketing Insights Exchange) we're gonna talk about what drives buying decisions.

Then we will talk about one of my favourite companies that disrupted the industry and created a revolution.

And finish it by talking about one of my favourite marketing elements.

So here is what I've cooked for you.

• Biggest Buying Driver
• Canva Democratising Designs
• Magnetising Value Proposition?

Let's start the meal.

What Really Drives B2B Buyers

B2B buying isn’t exactly a “spur of the moment” kind of deal. A lot is riding on these decisions, and it’s never just one person calling the shots.?

It’s a whole committee, maybe even a small army, weighing in.?

So, if you’re looking to sell in the B2B world, you’ve gotta understand what really drives these buyers.?

Let’s break it down into the types of buying behavior and the biggest factors that get them from “interested” to “let’s do this.”

The Four Flavors of B2B Buyer Behavior

• Complex Buying Behavior These are the serious purchases, like buying software that runs half the company. Buyers dive deep into research mode, checking every stat, feature, and review. If you’re selling, it’s time to bring your A-game and prove you’re worth the investment.

• Dissonance-Reducing Buying Behavior Sometimes, buyers need a high-stakes product but don’t have ages to research every option. They rely on brand names or past experience but still want a little post-purchase “yeah, we made the right choice” reassurance. So, offering a little extra support and validation goes a long way.
• Habitual Buying Behavior Think routine, repeat orders—like office supplies or renewing software. This is autopilot territory. Buyers stick with brands they know and trust because, hey, if it’s working, why change? Show up reliably here, and you’ll be a go-to in no time.
• Variety-Seeking Buying Behavior For less critical purchases, buyers like a little shake-up. They’re open to trying something new, like a unique tool or a different service. If you’ve got an innovative spin, now’s the time to show it off.

What Really Drives B2B Buyers?

In B2B, decision-makers are all about the practical stuff:

• ROI and Bottom Line B2B buyers want bang for their buck. They’re looking for solutions that save time, cut costs, or make life easier. If you can prove your product delivers value, they’re all ears.

• Trust and Reputation B2B buyers don’t just go with anyone; they go with someone they trust. They’ll check reviews, dig into case studies, and talk to industry peers. Trust-building? Non-negotiable.

• Industry Buzz and Peer Influence In B2B, word-of-mouth is huge. If a solution is popular among industry players, it’s a safer bet. Social proof here is like gold.

Events That Shaped B2B Buying (And Why They Still Matter)

B2B buying behavior didn’t just evolve randomly—it’s shaped by some big moments. Here’s a couple:

• The 2008 Financial Crisis After the crash, budgets got tight. Companies became way more budget-conscious, choosing products that proved their value. Cost-effective, dependable solutions won the day—and that mindset hasn’t changed.

• The COVID-19 Pandemic This one was massive. Companies went remote overnight, and digital tools became essential. Now, anything that supports remote work, flexibility, and digital ease is a must-have.

What’s Shaping B2B Buying in 2024

With 2024 rolling along, here’s what B2B buyers are watching out for:

• Economic Uncertainty Inflation’s high, budgets are tight, and buyers want to stretch every dollar. They’re looking at flexible solutions, weighing options, and keeping an eye out for deals.

• Sustainability Goals Eco-friendly isn’t just a “nice to have” anymore; it’s on a lot of companies’ lists. B2B buyers are paying attention to brands with sustainable practices, so if you’re green, you’ve got an edge.

• Tech Innovation AI, automation, and smart tools are in demand. B2B buyers want solutions that give a personal touch or make their work faster and easier. If you’re not keeping up with tech, you’re already a step behind.

• Social Media Influence LinkedIn is a big deal. Buyers research vendors there, listen to industry chatter, and value strong social proof. A solid online presence isn’t just optional; it’s critical.

In B2B, it all comes down to this: buyers want real solutions. They want something dependable, worth the money, and trustworthy.

Canva Democratising Design

Canva has absolutely turned the graphic design world upside down.?

What used to be a realm for only those with pricey software and fancy skills is now wide open for anyone with a laptop and an idea.?

With its drag-and-drop simplicity, Canva has become the go-to tool for both beginners and pros, and the result??

A billion-dollar company valued at $42 billion. So, what’s Canva doing that’s got everyone talking? Let’s break it down and see why they’re running the design game right now.

Making Design Easy for Everyone

Canva’s big idea is simple: design shouldn’t be a mystery. Whether you’re creating a social media post, a business pitch, or just a cool flyer for your local band, Canva makes it all easy. Templates, photos, graphics—everything is just a click away. No design experience? No problem. Even if you’ve never touched Photoshop in your life, you can create something that looks like it was made by a pro in just a few minutes.

What Makes Canva Stand Out

It’s not just about pretty templates—Canva’s doing some clever stuff to set itself apart from the competition:

• Freemium Model: Canva’s free version is really good. It pulls you in by giving you tons of options without asking for a dime.?

But once you’re hooked, you can upgrade to access premium features. It’s like trying a new app for free, and before you know it, you’re in too deep to not pay for the full experience. And you’re happy to do it.

• Content Marketing: Canva’s not just selling a tool—they’re selling knowledge. Their blog, tutorials, and even free courses help you get better at design, making you feel like you’re not just using a platform, but learning something valuable.?

It’s like Canva’s got your back, helping you step up your game while you design.

• User-Generated Content: Canva’s all about community. They’ve turned their users into advocates by encouraging them to share their designs on social media with hashtags like #CanvaLove.?

This user-generated content spreads like wildfire, and it’s helped Canva grow without having to spend big bucks on ads. It’s real people, showing real success, and it’s creating an army of brand ambassadors who keep spreading the word.

Filling a Huge Gap

Let’s be real: design used to be a luxury. High-quality software like Adobe Creative Suite was reserved for the big players with deep pockets.?

But Canva swooped in and changed all that. Now, anyone—whether you’re a solopreneur, small business owner, or just someone trying to make a birthday invite—can design like a pro, without needing to hire anyone or break the bank.?

Canva’s filling a massive gap for people who need great design but don’t have the time or budget for the traditional route.

The Bottom Line

Canva’s rise is no fluke. They saw a gap, understood what people really wanted, and delivered it with style.?

By making design simple, offering a freemium model, and focusing on community, Canva’s quickly gone from “just another tool” to a powerhouse worth billions.?

And with visuals becoming a bigger part of marketing than ever, Canva is poised to keep changing the game for years to come.?

This isn’t just a design tool—it’s a design revolution, and if you’re not using it yet, what are you waiting for?

Magnetising Value Proposition

Today standing out can feel like shouting into the wind.?

If you’re not crystal clear about why your product or service is the one, then you might as well be invisible. The smart companies, though? They’ve got it down to an art.?

They don’t just throw out a bunch of features—they speak directly to what customers really care about: what’s in it for them.?

Here’s how they do it, with a few real-world examples that show exactly how to nail your value proposition.

Focus on What Really Matters—Customer Outcomes

When was the last time a list of features made you excited to buy something? Yeah, didn’t think so.?

The best companies know that people care about results, not technical jargon.?

Take Less Accounting. They don’t bore you with a rundown of tools; instead, they keep it simple: “Straightforward solutions for freelancers, consultants, and small business owners to manage their bookkeeping or hire us to help.” Boom.?

They’re solving a pain point—helping busy professionals save time and reduce stress. You instantly get it.

Keep It Simple, Keep It Real

If you can’t explain your value in one sentence, you’re probably overcomplicating things.

Imperfect Foods gets it. Their pitch? “Groceries that help you fight food waste.” It’s clear. It’s catchy. And it resonates with people who care about sustainability.?

There’s no need for extra fluff or buzzwords—just a direct, simple message that sticks.

Speak to Everyone, But Speak Their Language

B2B decisions often involve more than one person, and each person’s got different things on their mind.?

Bitly nails this by speaking to everyone in the buying process, but in their own language.?

They say: “Create short links, QR codes, and Link-in-bio pages. Share them anywhere. Track what’s working, and what’s not.” For marketers, that’s gold.?

But it’s also exactly what social media managers are looking for—tools that help them share, track, and get results. Bitly isn’t throwing out a generic message; they’re tailoring it for the folks who matter most.

Prove It with Proof

You can’t just talk the talk—you’ve got to walk the walk. Graza does this like a pro with their value proposition: “High-quality olive oil that’s meant to be squeezed, not saved.” Sounds bold, right??

And they back it up with real customer love and testimonials. Their olive oil isn’t just for show—it’s made to be used, enjoyed, and raved about. When customers start sharing their love, it’s hard not to trust the product.

Always Be Testing

The companies that are crushing it aren’t sitting back and waiting for success to come to them. They’re testing, tweaking, and fine-tuning all the time.?

City Seltzer uses playful language like “Fizz without the shizz” to show off their commitment to natural ingredients. But they’re also constantly checking in with their audience.?

They listen to feedback, adjust their messaging, and keep improving. It’s all about staying in tune with what customers want.

When you can speak directly to your audience, keep it simple, and prove you deliver on your promises, you’re setting yourself up to build trust, drive sales, and truly stand out in the crowd.

That’s it for edition #29 of the Vik’s M.I.X (Marketing Insights Exchange) newsletter.

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If we haven’t met, my name is Vikramsinh Ghatge.

I help B2B companies use the most effective marketing strategies to grow and expand without spending an arm and a leg.

I’ve spent over a decade setting up marketing systems—from content creation to building lead pipelines and driving demand generation. Now, I’m excited to integrate AI to enhance our collaboration, aiming to share richer insights and foster creative synergy.

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