Our presenters emphasized that when you’re targeting a large buying group, you need to develop value propositions that bridge the individual personas. In their presentation at the Summit, Winters and McKeon focused particularly on Arc 4 and Arc 8 and how they are affected by the new buyer’s journey. If you do, too, you’re familiar with the Messaging Nautilus™. Here at Content4Demand, we follow the SiriusDecisions model for our B2B content marketing. To add even more complexity, it takes an average of 17 interactions to complete a purchase with about half being non-human (i.e., digital) and half being human. This year, two-thirds (66%) of buying scenarios fell into the consensus or committee scenario, up from 59% just two years ago. In the largest scenario, committee, agreement at the executive level becomes a requirement, purchases are $500,000 to $1 million, can take three to six months or more and there are five or more buying centers involved with six or 10-plus people.
Typical purchase size is $50,000 to $500,000 and takes three to six months. In the consensus scenario, multiple teams, functions, and/or departments are involved with three to four buying centers. The first scenario is independent, where the purchase is less than $50,000, takes fewer than eight weeks and individuals from one or two buying centers make decisions. We have to talk to the whole buying group and the individuals in the group. That’s a strategy that won’t cut it anymore. Winters and McKeon noted that as marketers, we often focus on the lead person only. Here are just a few particularly noteworthy highlights. Their conference session, “The New Buyer’s Journey: Fortifying Your Messaging Strategy,” was jam-packed with information essential for B2B marketers involved in messaging strategy. When it comes to creating messages that resonate, you need to reassess your strategy and develop messaging not only for your primary personas but also for the entire buying group.Īt the SiriusDecisions 2019 Summit in Austin this May, Research Director of Portfolio Marketing Barbara Winters and Service Director of Portfolio Marketing Christina McKeon shared the results of their research along with sound strategy for messaging amidst this new reality. And that percentage goes up the bigger and more complex the business. According to SiriusDecisions research, half of B2B buying decisions today involve a group of people. In truth, the buyer’s journey is becoming more complex with more people involved at every stage. The B2B buyer’s journey has changed - and the changes aren’t making your job as a content marketer any easier.
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