Chart 7: Buyer Personas Flow
The organization you work for should stop whatever you are doing in marketing and get your personas identified. Personas identified for one provider may not be the same for another. Work with the sales team to get to the real truth, look at existing internal data and call buyers in your industries to review their roles, what they believe in and how they contribute to major purchases. To not do this work is a real missed opportunity to get the provider’s organization focused. Knowing the expectations and needs of the specific personas will make the provider more relevant to prospects, increase the provider’s ability to anticipate needs and help target marketing efforts. It’s a foundational piece of the overall strategy.
Different buyers wear different hats
It may seem counterintuitive, but different personas can co-exist in one individual. For instance, if the potential client is the CFO of an organization, they may be the Business Buyer and the Financial Buyer. If the prospect feels that a new financial reporting system would garner business benefits across the entire enterprise, they could end up justifying the business need and the economic outlay. Usually, the smaller the organization, the buyer will represent multiple personas. In larger organizations that have a checks and balances process in place, it’s more codified as to who plays the part of the Financial Buyer persona.
In this case, the provider would provide good arguments to the same person who is evaluating a decision based on two personas. What has not changed is that the provider must address the needs of both personas even if it’s the same person. The solution being offered is moving through the collective thought...
... middle of paper ...
... people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
There has been much dialogue over the years of what’s the difference between marketing to a business buyer and a consumer. Some writers and analysts claim there is no difference. While others are quick to say that business buyers clearly buy off of logic only.
Like most things in life and business, it’s a question of balance. True, logic and an understanding of their goals is necessary. The provider will want to start mapping its proof points to the needs of their segmented markets. The buyer will go through a step process of evaluating and checking off the most important requirements of the solution. But beyond well-documented and measurable logic, there are the emotional motivators that are also influencing buyers.
Eg. 2 : A decision to purchase a software package or IT support may depend on who wins the tender by being technically and commercially compliant but in B2C a consumer buying a Windows 8 license may do so because he/she has been using a windows OS on their desktops since childhood and thus the trust factor is enough to convince the consumer to make the purchase.
A characteristic of the marketing concept is customer orientation. Business activities are mostly engaged to produce a satisfied customer. They are there to Stress on the desires and wishes of a customer this keeps businesses on track with their target market. The best marketing decisions are completed on the foundation of making a massive impact in the market and towards customers. The consumers/people
There are a range of segmentations that allows a company to target potential customers effectively.
B2B marketing must address a different psychological mindset than B2C marketing. B2C marketing is largely emotion-driven and paints a picture of a better, richer life for the consumer. B2B buyers tend to be more analytical. They are, or course, interested in the benefits, but facts matter to them. B2B marketing must be able to answer questions related to scalability, integration, ROI and deployment, not just try to sell a picture of happy productive employees.
First, we will analyze the targeted customer and the proposition designed by each company to attract them. In this part, there is a description of each market target and how each company has taken advantage of each unique position in the industry.
It has been observed since the inception of Marketing that marketers target to only specific market and how they identify such market. There are certain criteria or base they use to identify the consumers who they would be serving to. Customers do have unique requirements satisfaction levels and aspirations. Some customers however are similar with respect to their requirements of goods and services. In such case if their needs are identified and they can be grouped in quantities of a specific size then it can be segmented. Now each customer group have specific expectations and businesses must cater to the needs of the segmented that has been targeted.
Furthermore, I will explain the application of theory relating to me and my purchase. I will also review the marketing activity of the organization where I purchased from. This is to explain how the two theories have been used in the marketing strategy. In addition, recommendations regarding how the marketing strategy could have been improved by applying the 2 buyer behaviour theories are given.
Conclusion Companies are better able to market their products to consumers if they have a good Understanding of the consumers and the basic purchase decision process. By understanding the consumer and the type of purchasing behavior associated with different products, marketers are more likely to create a marketing campaign that positively impacts the consumer’s purchasing decision.
...influences on the stakeholders and evaluating various arguments, one is able to formulate a solution that will result in the best possible outcome.
2. Some marketers group consumers according to certain personality traits, and develop marketing approaches to fit each group.
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
“Words can poison, words can heal. Words start and fight wars, but words make peace. Words lead [people] to the pinnacles of good and words can plunge [people] to the depth of evil.” - Marguerite Schumann
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach
As Peter Duckers has put it, "The ultimate aim of all business organisation is - to create a customer". These days, for most products and services, the market belongs to the buyer. The customers e...