Knowing the buying committee can help B2B marketers make their personas actionable

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 29, 2020, 8:43 AM UTC

Buying committee involves the decision-makers and other members influencing their decisions.

This piece argues businesses can convert their personas into actionable insights by enumerating the individual persona of their buying committee. Marketers should know the role of each member of the committee to navigate their marketing and sales efforts moving forward.

Marketers should also include mapping their personas’ buying journeys as a part of their content strategy. Brands’ content should address each member’s buying stage and help them understand the cost of a problem, the opportunity of resolving it and also the “cost of not addressing it”.

Brands should recognize and address the cohorts of the buying committee and encourage them to discuss both the problems and solutions. Precisely communicating with the cohorts involved in every stage of the buying journey can help marketers accelerate their “impact, velocity and close rates”.

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