B2B Marketing to Technical Buyers

Why the Technical Buyer Is Important

From the buying organization’s point of view, the typical business-to-business purchasing process consists of four stages: problem identification and definition; product/vendor research, data gathering and vetting; vendor finalization; and purchase. As troubleshooters, designers and project managers, technical buyers are typically responsible for researching possible solutions. In fact, nearly 60 percent of technical buyers who participated in a recent survey by the search marketing firm Enquiro stated they are most actively involved in the first and second stages of the purchase decision.

Simply put, if the solution won’t work in the eyes of the technical buyer, it won’t be purchased. The technical buyer – whether an individual or a committee – is the ultimate filter.

Truth #1 – Technical Buyers Will Find You Before You Find Them

A survey by TriComB2B found that 82 percent of technical buyers locate their most trusted suppliers on their own. Similar studies estimated 80 percent of technical buyers identify new suppliers without solicita¬tion from prospects. Does this mean it’s time to get rid of your sales force and stop calling potential customers? Absolutely not! But it does mean that B2B marketing efforts which rely solely on direct sales efforts will come up short.

So where is the technical buyer looking for new suppliers? A 2007 survey from Enquiro found online influencers such as vendor Web sites and search engines outperformed offline influencers like trade shows and even paid consultants.

According to more than 500 technical buyers surveyed by TriComB2B, the overwhelming first step in the research process is a broad Internet search by product category. In addition, studies indicate that users trust natural or organic search results much more than paid advertisements. Also, more than 85 percent of technical researchers dig deeper than the first few results pages to find information.

Invest in a structured, ongoing plan to optimize your Web site design for high ranking search engine results for the most common and relevant search terms for your solution. Don’t be fooled into thinking this is a one-time expense. Search engine optimization is a program, not a project. Left unattended, rankings will decline as algorithms change and competitors adapt.

Truth #2 – The Technical Buyer Is Primarily Involved in Researching and Vetting Potential Suppliers

Screening and recommending solutions requires facts – not hyperbole. Because technical buying decisions can involve significant capital expenditures, decisions must be rational, with no leaps of faith. An improper selection can have catastrophic results on a company’s customers, stakeholders and employees. Save the catchy slogans and brand messaging for consumers and focus on the facts when communicating with technical buyers. If you want to win attention in B2B marketing to technical buyers, compelling fact-laden content that proves your value is vital. A 2007 Marketing Sherpa survey of technical buyers backs this up: four of the five highest ranking media read by technical buyers focused on factual content void of promotional messages.

Beyond selecting the right media and messaging, what else can be done at this stage in the B2B marketing process? Consider a trial. Nothing says “I trust my solution to solve your problem” like a trial version or sample product. While not necessarily feasible with large capital equipment, many technology and some manufacturing companies have the luxury of providing trial versions. Offering trials also opens the door to a more collaborative relationship where suppliers can engage in meaningful Q&A, consultation and an easier path through the sales cycle.

Truth #3 – The Technical Buyer Is Short on Time

The technical buyer’s greatest task master is the clock. The pressure to complete a project on-time or minimize the time-to-market for product development is constant and intense. Understanding this pain point is a huge advantage when crafting B2B marketing materials intended for technical audiences. Addressing the time problem will help make a good first impression. Continuing to provide concise, easy-to-understand information will help pave a smoother road through the supplier vetting process.

Bring your results to the forefront. There’s plenty of time for analysis discussion, charts, graphs, tables, and history lessons AFTER the value of the solution has been defined. Start with what problem was solved and what result was achieved. Then dive into the details.

Conclusion

Understanding technical buyers’ needs and tendencies and following the strategies discussed in this article are vital when engaging in business to business marketing with these buyers. By emphasizing search engine optimization, focusing on facts, and saving technical buyers’ time as they search for information, you may find you’ve become an ally for this powerful decision-making audience.

Article Source: http://www.seoserviceprovider.com/articles

Erin Paulson is the Director of Strategic Marketing and Chris Eifert is a Principal at TriComB2B, a Dayton B2B marketing agency that focuses on technical B2B marketing campaigns.

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