| -- End Ad Box ---> | | | | Involved in Researching and Vetting Potential Suppliers |
| Why the Technical Buyer Is Important | | | | Screening and recommending solutions requires facts |
| From the buying organization’s point of view, | | | | — not hyperbole. Because technical buying |
| the typical business-to-business purchasing process | | | | decisions can involve significant capital expenditures, |
| consists of four stages: problem identification and | | | | decisions must be rational, with no leaps of faith. An |
| definition; product/vendor research, data gathering and | | | | improper selection can have catastrophic results on a |
| vetting; vendor finalization; and purchase. As | | | | company’s customers, stakeholders and |
| troubleshooters, designers and project managers, | | | | employees. Save the catchy slogans and brand |
| technical buyers are typically responsible for | | | | messaging for consumers and focus on the facts |
| researching possible solutions. In fact, nearly 60 percent | | | | when communicating with technical buyers. If you want |
| of technical buyers who participated in a recent | | | | to win attention in B2B marketing to technical buyers, |
| survey by the search marketing firm Enquiro stated | | | | compelling fact-laden content that proves your value is |
| they are most actively involved in the first and second | | | | vital. A 2007 Marketing Sherpa survey of technical |
| stages of the purchase decision. | | | | buyers backs this up: four of the five highest ranking |
| Simply put, if the solution won’t work in the eyes | | | | media read by technical buyers focused on factual |
| of the technical buyer, it won’t be purchased. | | | | content void of promotional messages. |
| The technical buyer — whether an individual or a | | | | Beyond selecting the right media and messaging, what |
| committee — is the ultimate filter. | | | | else can be done at this stage in the B2B marketing |
| Truth #1 — Technical Buyers Will Find You | | | | process? Consider a trial. Nothing says I trust my |
| Before You Find Them | | | | solution to solve your problem like a trial version or |
| A survey by TriComB2B found that 82 percent of | | | | sample product. While not necessarily feasible with |
| technical buyers locate their most trusted suppliers on | | | | large capital equipment, many technology and some |
| their own. Similar studies estimated 80 percent of | | | | manufacturing companies have the luxury of providing |
| technical buyers identify new suppliers without | | | | trial versions. Offering trials also opens the door to a |
| solicita¬tion from prospects. Does this mean | | | | more collaborative relationship where suppliers can |
| it’s time to get rid of your sales force and stop | | | | engage in meaningful Q&A, consultation and an easier |
| calling potential customers? Absolutely not! But it does | | | | path through the sales cycle. |
| mean that B2B marketing efforts which rely solely on | | | | Truth #3 — The Technical Buyer Is Short on |
| direct sales efforts will come up short. | | | | Time |
| So where is the technical buyer looking for new | | | | The technical buyer’s greatest task master is |
| suppliers? A 2007 survey from Enquiro found online | | | | the clock. The pressure to complete a project on-time |
| influencers such as vendor Web sites and search | | | | or minimize the time-to-market for product |
| engines outperformed offline influencers like trade | | | | development is constant and intense. Understanding |
| shows and even paid consultants. | | | | this pain point is a huge advantage when crafting B2B |
| According to more than 500 technical buyers | | | | marketing materials intended for technical audiences. |
| surveyed by TriComB2B, the overwhelming first step | | | | Addressing the time problem will help make a good |
| in the research process is a broad Internet search by | | | | first impression. Continuing to provide concise, |
| product category. In addition, studies indicate that users | | | | easy-to-understand information will help pave a |
| trust natural or organic search results much more than | | | | smoother road through the supplier vetting process. |
| paid advertisements. Also, more than 85 percent of | | | | Bring your results to the forefront. There’s |
| technical researchers dig deeper than the first few | | | | plenty of time for analysis discussion, charts, graphs, |
| results pages to find information. | | | | tables, and history lessons AFTER the value of the |
| Invest in a structured, ongoing plan to optimize your | | | | solution has been defined. Start with what problem |
| Web site design for high ranking search engine results | | | | was solved and what result was achieved. Then dive |
| for the most common and relevant search terms for | | | | into the details. |
| your solution. Don’t be fooled into thinking this is | | | | Conclusion |
| a one-time expense. Search engine optimization is a | | | | Understanding technical buyers’ needs and |
| program, not a project. Left unattended, rankings will | | | | tendencies and following the strategies discussed in |
| decline as algorithms change and competitors adapt. | | | | this article are vital when engaging in business to |
| Truth #2 — The Technical Buyer Is Primarily | | | | business marketing with these buyers. |