Views from Fabiola da Silva, Marketing Leader at Accenture
In B2B marketing, the path from lead to loyal customer is far from straightforward. Today’s buying process is more complex, with multiple stakeholders involved at every stage of the journey. So, why are so many B2B marketing strategies still based on outdated models that focus solely on individual leads or entire accounts? The answer lies in understanding the buyer journey and how it requires a multi-faceted, strategic approach. In this article, we explore how B2B marketers can effectively cater to these complex buying journeys, prioritise the right metrics, and seamlessly integrate brand-building with demand generation.
Catering to Complex Journeys: Understanding Multiple Stakeholders and Entry Points
B2B sales are no longer a solo effort. The days of assuming one lead represents the entire decision-making process are over. Today’s buying decisions involve a range of stakeholders, each with unique concerns, priorities, and influence. Whether it’s the initiators, influencers, or gatekeepers, each of these individuals plays a critical role in shaping the final decision.
Eric Dates, a seasoned expert in B2B marketing, explains this shift: “Because different stakeholders have varying degrees of influence over buying decisions, the more effective approach is to map out these relationships. A cohesive campaign that engages most stakeholders is far more effective than a fragmented strategy catering to individuals separately.”
Rather than focusing on individual leads, marketers need to embrace the concept of buying group marketing. This strategy takes into account the multiple personas within a single account and creates campaigns that engage them all in a meaningful way. The key is to understand when and how these stakeholders make their decisions and to target each one appropriately.
For example, large organisations rarely operate as a unified entity. Different departments and locations can have entirely different buying behaviours. It’s important to identify these pockets of activity and treat them as separate buying groups with tailored messaging. This method ensures you are not only reaching the right decision-makers but engaging with them at the right time across multiple touchpoints.
Prioritising Metrics by Stage: Aligning Your Metrics with the Buyer’s Journey
Once you’ve mapped the different buying groups, the next challenge is measuring progress effectively. It’s crucial to focus on metrics that align with the stage of the buyer’s journey they are in. A one-size-fits-all approach to measurement simply doesn’t work in today’s complex B2B landscape.
The buyer journey can be broken down into several distinct stages: awareness, consideration, decision, and post-purchase. Here’s how you should approach metrics at each stage:
- Awareness Stage: At this point, your goal is to introduce your solution to a wide audience. Metrics like reach, engagement, and traffic are key indicators of success.
- Consideration Stage: Buyers are now evaluating your solution against competitors. Track metrics such as content downloads, webinar sign-ups, and time spent on product pages to gauge deeper engagement.
- Decision Stage: This is where the rubber hits the road. Metrics related to lead qualification, opportunities created, and meetings scheduled become critical as you push prospects closer to a purchase.
- Post-Purchase Stage: Retaining customers is just as important as acquiring them. Metrics like customer satisfaction and retention rates will give you insight into how well your solution is serving your clients and if they are likely to continue their relationship with your brand.
At every stage, understanding the right metrics to track allows you to optimise your strategy and ensure that you are meeting the needs of your stakeholders at each step.
Integrating Brand and Demand: The Power of Branding in Fueling Demand Generation
In today’s competitive B2B environment, strong branding is more than just a way to make your company memorable—it’s a crucial driver of demand generation. A solid brand foundation not only helps you stand out but also makes your demand-generation efforts more effective.
Forrester’s research on brand equity in B2B highlights the importance of integrating brand and demand efforts. “Brands with higher equity benefit from a significantly more effective demand generation strategy,” the report states. A strong brand makes it easier for buyers to trust your company and, consequently, engage with your sales messaging. In a crowded marketplace, branding helps to break through the noise and positions your solution as the go-to choice.
Rather than treating brand-building and demand-generation as two separate functions, B2B marketers should integrate them. Consistent brand messaging across all touchpoints not only drives awareness but also increases buyer confidence when it’s time to make a purchase.
A brand that has earned trust and recognition will naturally fuel demand generation at every stage of the buyer’s journey. The key is to ensure that your branding is woven into every piece of content, every sales pitch, and every client interaction.
Conclusion: Adapting Your Strategy to Meet the Demands of the Modern B2B Buyer
As B2B buying journeys become more complex, marketers must adapt their strategies to cater to multiple stakeholders and diverse decision-making processes. By prioritising metrics that align with the buyer’s journey and integrating branding with demand generation, B2B companies can create more effective campaigns that drive engagement, conversions, and long-term customer loyalty.
To dig deeper into B2B marketing best practices, explore Forrester’s research on the ROI of brand equity in B2B and Harvard Business Review’s articles on non-linear customer journeys.
