B2B buying decisions are no longer driven by one person — they're made by networks. This article lays out five actionable strategies that help businesses adapt their messaging to connect with multiple influencers across the buying journey. Read the article to see how leading firms are updating their approach, and contact Capgemini to see how you can refine your messaging to match the way decisions are made today.
What is the buying network?
The buying network refers to a complex web of participants involved in the purchasing process, including external influencers, customers, partners, providers, and even AI tools like ChatGPT. This network reshapes how B2B marketers approach messaging, moving away from targeting a single decision-maker to engaging multiple stakeholders who contribute to the buying decision.
How can marketers connect with the buying network?
Marketers can connect with the buying network by understanding their audience deeply, ensuring message consistency across all channels, leveraging technology and AI for insights, fostering collaboration among network participants, and maintaining a human touch in their messaging. This thoughtful approach helps ensure that messages resonate with all stakeholders involved.
Why is technology important in B2B messaging?
Technology, particularly AI, is crucial for B2B messaging as it provides insights into how messages are received and shared within the buying network. By utilizing analytics, marketers can personalize their messages at scale, ensuring relevance for each member of the network, which ultimately enhances engagement and effectiveness.
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