B2B Insights
Professional insights and personal musings
Hey B2B Marketer, Are You a Pivotal Purchase?
(And, Are You Thinking About What Your Customers Are Thinking About?)
By Bob Rose, President
You’re in the business of helping other businesses, right?
But ask yourself: Do your clients rely on you to help them grow or operate more
profitably?
Is your business truly pivotal to their success?
If you answered yes, then you are what we call a Pivotal Purchase.
Pivotal Purchases are indispensable B2B services that make your customer’s business
sing. And if your company is one, you’ve got a challenging job in selling your services to
new clients.
Pivotal Purchases have defined buyer dynamics and a reliable set of
buying behaviors. It is vitally important for marketers to understand these in order to
construct programs that produce consistently strong results.
A big thing to know is
that because your function is pivotal to clients’ business, the people making the decision
about which provider to hire are feeling pressure. Making the right decision or, uh oh, the
wrong one has important consequences. Client’s business is affected, and as if that weren’t
bad enough, client’s careers are affected. The pivotal buying decision is very
personal!
This idea informs all kinds of communication decisions – in creative
development and in designing message delivery systems.
This is the tip of the
iceberg in understanding the Pivotal Purchase customer. Let us know if you’d like to
hear more.