Content marketing
has become one of the most important initiatives in modern BtoB marketing.
For companies to succeed in the market, B2B content marketing must evolve.
This time, we will explain buyer personas and buyer journeys, which are attracting attention as trends in BtoB content marketing.
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Current status of BtoB content marketing
Before the spread of the Internet, BtoB marketing was mainly based on presentations by sales representatives.
However, it is now possible for buyers to collect a wide range of information on products and services that companies need by searching on Internet search engines.
By the time the sales representative visits, the decision-making is mostly complete.
In the BtoB market, by the time a buyer calls a salesperson to give a presentation, they have already largely decided on the product or service that meets their needs, and in many cases the company’s decision-making process is almost complete. It is said that
No company can survive without content marketing
Modern companies need to create an environment where they can convey high-quality information about their company to buyers through content.
In BtoB marketing, the current situation is that it is impossible to survive in the market without content marketing.
In the United States, where content marketing is leading the way, a survey by the Content Marketing Institute has revealed that 90% of BtoB companies have adopted content marketing or are considering adopting it in the future.
Evolution of BtoB content marketing
Modern B2B content marketing strategies are evolving at an accelerated pace.
In the current situation that companies are in, if they don’t seriously tackle BtoB content marketing, they won’t be able to survive.
“Buyer personas” and “buyer journeys” are attracting attention as trends in BtoB content marketing.
What is a buyer persona?
A buyer
persona
is a persona set with a focus on how buyers make decisions in a company, and has the following contents.
Target buyers
The contents of your company’s content will vary depending on whether you are targeting business personnel or managers with decision-making authority.
Purchasing purpose and needs
The way you recommend BtoB content marketing will change depending on why you are purchasing a product or service, what is important about the purchasing company, and whether it is a new purchase or a replacement purchase.
Points why buyers choose our company
Based on what problems buyers want to solve by purchasing your product or service, we will clarify what you feel is superior to your company compared to your competitors, and determine your company’s appeal points in BtoB content marketing. .
What are your company’s negative points?
We will clarify what is inhibiting buyers from purchasing products and services, what are the negative points of your company that are linked to this inhibition, and also verbalize information to eliminate the negative points.
What is the buyer journey?
A buyer journey is a model of the process a buyer takes to make a purchasing decision.
Unlike BtoC, decisions in B2B content marketing are made over time by multiple buyers and teams, so modeling the process is important.
The buyer journey has four phases:
1. When and how did you realize the need for the product/service?
2. How did you compare products and services?
3. From what perspective did you evaluate the compared products/services?
4. How and from whom was internal approval for the purchase obtained?
Three characteristics of BtoB marketing
There are three characteristics of BtoB marketing that make “buyer persona” and “buyer journey” necessary for BtoB content marketing.
1. Buyers are experts
The target buyers of BtoB marketing are experts who know everything about a company’s operations and take action in their role as a member of the company. Preferences have no meaning.
You need a buyer persona that clearly defines what buyers value and what information they need in order to make decisions.
2. Decisions are made by multiple buyers
Decisions in BtoB companies are made by multiple buyers, with selections made by the person in charge and approval from superiors, managers, etc.
Decision-making by departments and teams is also reflected in the needs and consideration of products and services.
You’ll need personas in mind to target the buyers of your content.
3. Decision making takes time
The BtoC decision-making process does not take much time as it is determined by the will and convenience of the individual.
On the other hand, the decision-making process of BtoB companies requires consideration by multiple members and the timing of implementation, so it often takes time to make a purchase.
There is a need to analyze the decision-making process of BtoB companies and create a buyer journey model.
summary
◆In BtoB marketing, the current situation is that it is impossible to survive in the market without content marketing.
◆Modern BtoB content marketing strategies are accelerating their evolution
◆“Buyer personas” and “buyer journeys” are attracting attention as trends in BtoB content marketing.
◆A buyer persona is a persona that focuses on how buyers make decisions in a company.
◆The buyer journey is a model of the process a buyer takes until they make a purchasing decision.