Unlike B2C, B2B customers are not easily identifiable. While one person is researching your site, another is making the executive decision on where to purchase, and yet another is the one whose name is listed on the account. Most B2B purchases are made by at least 2 decision makers or more, meaning you are never sure who you are marketing to. Understanding how to market to individuals within a business as well as a business as a whole is the key to understanding the B2B customer.
•Differentiating between the individual who makes the decision and the individual who makes the purchase – who are you really talking to?
•Creating target messaging that resonates with B2B
•Accurately addressing the needs of the individual shopper and the business at large