The document outlines key secrets for understanding B2B consumer behavior and marketing strategies, emphasizing emotional purchasing motivations, the complexity of the buying process, and different customer types. It advocates for the importance of understanding the decision-making roles within buyer groups and suggests fundamental questions to ask before launching B2B marketing campaigns. Additionally, it discusses effective communication techniques and marketing channels to foster client relationships and boost conversions.

1. Founder of 60 Second Marketer, CNN Contributor
and Author of Go Mobile and How to Make Money
with Social Media

3. Introductions

4. I’ve written a few books

5. I get on TV sometimes

6. And I’ve helped
a few clients
you may have heard of

7. But the thing I love to do most is to help people like you
SELL MORE STUFF

8. Let’s talk about B2B
consumer secrets

9. Secret #1:
Your customers go
through six distinct
stages before making
a purchase

10. Knowledge
Liking
Preference
Conviction
Purchase
Cognitive Stage
Affective Stage
Behavioral Stage

11. Secret #2:
The second B in B2B
is actually a C

12. 1. Fewer, larger buyers
2. Close buyer-customer relationships
3. Professional purchasing
4. Several buying influences
5. Multiple sales calls
6. Inelastic demand
7. Geographically concentrated buyers
8. Direct purchasing
That said, there are some distinctions:

13. Secret #3:
People buy for emotional reasons
and then rationalize their purchase
with logic

14. [Despite what Porsche buyers will tell you, nobody
actually buys a Porsche for logical reasons]

15. Secret #3:
People buy for emotional reasons
and then rationalize their purchase
with logic

16. Secret #4:
People have subconscious reasons for
preferring one brand over another

17. Secret #4:
People have subconscious reasons for
preferring one brand over another
Baylor University proved this with a blind taste-test with Coca-Cola and Pepsi.

18. THE STUDY HIGHLIGHTED
THE IMPORTANCE A
BRAND PLAYS IN
PURCHASING BEHAVIOR.

19. Secret #5:
The B2B purchase is much more
complex than the B2C purchase

20. Go Away

21. • Initiators: Those who request
something to be purchased
Go Away

22. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
Go Away

23. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
• Influencers: People who influence the
buying decision
Go Away

24. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
• Influencers: People who influence the
buying decision
• Deciders: People who decide on
product requirements or on suppliersGo Away

25. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
• Influencers: People who influence the
buying decision
• Deciders: People who decide on
product requirements or on suppliers
• Approvers: People who authorize the
proposed actions of deciders or buyers
Go Away

26. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
• Influencers: People who influence the
buying decision
• Deciders: People who decide on
product requirements or on suppliers
• Approvers: People who authorize the
proposed actions of deciders or buyers
• Buyers: People who have formal
authority to select the supplier.
Go Away

27. • Initiators: Those who request
something to be purchased
• Users: Those who will be using the
product or service
• Influencers: People who influence the
buying decision
• Deciders: People who decide on
product requirements or on suppliers
• Approvers: People who authorize the
proposed actions of deciders or buyers
• Buyers: People who have formal
authority to select the supplier.
• Gatekeepers: People who have the
power to prevent sellers or information
from reaching members of the buying
center
Go Away

28. Secret #6:
The majority of your prospects and
customers are visual learners

30. Secret #7:
Colors have meaning
and can impact your conversion rates

31. Source: JuanMarketing.com

32. Secret #8:
Your customers fall
into one of four categories

33. 1.Price-Oriented Customers: Price is everything
2.Solutions-Oriented Customers: They want low prices but will
respond to arguments about lower total cost or more dependable
supply or service.
3.Strategic-Value Customers: They want a fairly permanent sold-
supplier relationship with your company.
4.Gold-Standard Customers: They want the best performance in
terms of product quality, assistance, reliable delivery, and so on.
Four types of business customer

34. Secret #9:
There are 9 questions you should ask
before you launch your next
B2B marketing campaign

35. 10 Fundamental B2B Questions

36. 1. Who buys our product or service?
10 Fundamental B2B Questions

37. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
10 Fundamental B2B Questions

38. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
10 Fundamental B2B Questions

39. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
10 Fundamental B2B Questions

40. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
10 Fundamental B2B Questions

41. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
10 Fundamental B2B Questions

42. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
7. How do your prospects and customers currently perceive our product?
10 Fundamental B2B Questions

43. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
7. How do your prospects and customers currently perceive our product?
8. What other factors influence the purchase decision?
10 Fundamental B2B Questions

44. 1. Who buys our product or service?
2. Who makes the decision to buy the product?
3. How is the purchase decision made? Who assumes what role?
4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?
5. When a prospect decides to buy from a competitor instead of us, what’s the
reason?
6. What are the key places that prospects get information about our product or service
(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)
7. How do your prospects and customers currently perceive our product?
8. What other factors influence the purchase decision?
9. How do personal or demographic factors influence the purchase decision?
10 Fundamental B2B Questions

45. Secret #10:
People remember things
in groups of three

46. Just Do It
Finger Lickin’ Good
Snap! Crackle! Pop!
Diamonds Are Forever
I’m Lovin’ It

47. wordsB2B consumer’s eyes gravitate to certain
Secret #11:

48. • Free
• Now
• You
• Save
• Money
• Easy
• Guarantee
• Health
• Results
• New
• Love
• Discovery
• Proven
• Safety

49. How to put all of this to work

50. Let’s Talk
B2B Marketing Techniques

51. Ranking of B2B Marketing Channels

52. Prospect Journey
Discovery of
Need
Awareness of
Options
Consideration
of Alternatives
Conversion Relationship Retention
Traditionally, a prospect is converted to a client, then a relationship is established.

53. Prospect Journey
Discovery of
Need
Awareness of
Options
Consideration
of Alternatives
Conversion RetentionRelationship
But today, more companies are building a relationship first, then converting them to clients.

54. Email Marketing
and Marketing Automation

55. Key points to
remember

57. Jamie.Turner@SIXTY.Company
PH: 678-313-3472
SIXTY.Company