3. Source:
positivehuman.co/articles/buying-process-b2b-saas
BUYING FACTORS
SIZE OF CUSTOMER’S
BUSINESS
How big is the end
user’s business? How
well developed is its
process?
KEY POINTS:
Larger companies have
developed processes
SME/SMB decisions are made
more easily but can be
chaotic at times
Consider how your channel
mix is affected by the size
of target business
5. Source:
positivehuman.co/articles/buying-process-b2b-saas
BUYING FACTORS
COST OF BUYING
THE PRODUCT
Price matters in B2B
but not always in the
way you expect
KEY POINTS:
Rule of thumb: cheaper
products bought faster
Higher prices don’t
necessarily mean longer
cycles
Communicate prices clearly
anchored to your
competitors pricing model
6. Source:
positivehuman.co/articles/buying-process-b2b-saas
BUYING FACTORS
COST OF IMPLEMENTING
THE PRODUCT
There are many non-
financial costs to
implementing a SaaS
product in a business
KEY POINTS:
Be aware of your customers’
ego during buying process
Look for ways to give
customers a way to reduce
reputational risk
Create content that cuts
mental load around these
costs for your customers
8. BUYER PERSONAS IN
B2B SAAS
END USER The end user is the
person who ultimately
uses your product.
They’re usually your
internal champions
during the buying
process.
Source:
positivehuman.co/articles/buying-process-b2b-saas
9. BUYER PERSONAS IN
B2B SAAS
ECONOMIC
BUYER
The economic buyer will
pay for your product.
They’re commonly not a
single person but a
group of buyers within
an organisation.
Source:
positivehuman.co/articles/buying-process-b2b-saas
10. BUYER PERSONAS IN
B2B SAAS
MANAGEMENT Management can make or
break a deal.
Management itself is
usually broken down into
multiple tiers who have
vastly different needs,
desires, fears and
objectives.
Source:
positivehuman.co/articles/buying-process-b2b-saas
11. BUYER PERSONAS IN
B2B SAAS
BOARD In enterprise, board will
sign off on larger deals
from time to time.
Normally accepts CEO
recommendation. Win
the CEO, you’ll win the
board.
Source:
positivehuman.co/articles/buying-process-b2b-saas