When you're in a business-to-business (B2B) company, you're not just selling to your users. Often, your users and your decision makers are completely different people. And not every user has the skills to manage up, even if they do really want to use your product or service.
In B2B, it's not enough to get your users excited to buy. You have to convince their managers—or more importantly, empower your users to convince their managers. If you've built a brand and a product that people want to buy, your prospects will be up front about this problem. It's up to you to help prospects become customers.
When you build your personas and understand your audience, you'll also need to understand the layer above: The managers. Every company is structured differently, but the chances are that your user's manager doesn't live and breathe the same problems every day. Your user may want to do one specific job; their manager wants to see a return on investment.
Case Study: Email
In email, for example, one of the best parts of working is being able to push the envelope. It's a relatively low-risk channel to try new techniques and experimentation.
But while new and innovative techniques may be exciting to your user, most people are resistant to the new. And in email, there are plenty of doubts: Isn’t there a chance that advanced techniques break your email? And with varying support across clients, how can you still guarantee a consistent subscriber experience?
This is actually where you as a marketer can come in. You don't have to leave your potential customers high and dry.
Empower your users
To empower your users to convince their manager, there's lots of assets you can create. It's a win-win on effort: You'll drive more revenue from unblocking potential customers, and your customers will love that you took the time to help them, instead of just selling to them.
A few potential assets you can create:
- A buy-in guide
- A convince your boss document or tear sheet
- Email templates for them to use to start the conversation
- Potential objections and what to say
- Customer case studies and testimonials
- A guide to making the most out of the free trial experience
Most of these assets you're probably already making—just for your sales team. Thinking about the problem from your customer's perspective gives you a chance to build brand trust and make a sale, without seeming pushy or sales-y.
Are you helping your users convince their managers? Or are you just hoping they have the skills to get buy-in for purchase? You're the one best suited to help your B2B prospects get to yes.