For decades, the basic approach to B2B marketing and sales has been to identify a prospect’s “pain points,” and then demonstrate how your product or service can alleviate the pain. New research now suggests that many buyers look beyond immediate pain and take a more strategic approach to B2B buying.
A recent study by the Aberdeen Group (in collaboration with PJA Advertising and Marketing) indicates that B2B buyers are looking for vendors who can help them achieve strategic company goals, improve competitive differentiation, and identify new growth opportunities. The What Do B2B Buyers Want? report is based on a survey of over 250 B2B buyers from a range of industries and company sizes.
When survey participants were asked to select two factors (from a list of nine) that play a role in their buying decisions, the three most frequently chosen factors were:
- Total cost of ownership (45% of respondents)
- How the vendor/solution supports our company’s goals (42%)
- Efficiency gains (ROI) (40%)
Illustration courtesy of Naval Surface Warriors via Flickr CC.