We know that it’s important to optimize your marketing strategy for each of the B2B buyer types if you’re going to make an impactful marketing campaign, but which specific strategies yield the best results for each type of buyer?
What’s important to know here is that the way you’ll reach each of the buyer types is going to be dramatically different; you can’t use the same strategies you would use for a Visionary, who would take little issue conducting all business digitally, and a Conservative, who may be hesitant to even use a computer unless absolutely necessary. When optimizing your marketing strategies for each of these groups, it’s crucial to make sure your message doesn’t get lost in the medium.
Who You Should be Marketing to
Before we get into it, it’s important to get a sense of which of the buyer types will respond best to your product. Keep in mind that a product’s maturity, or the stage it’s at in its life cycle, will determine which buyer category will find it the most appealing.
In general, Visionaries just need to see a working demo with enough allure and they’re in; they don’t need (or want) to know that the product has been used elsewhere, because they’re looking for something new.
Pragmatists, on the other hand, won’t show interest in a product that hasn’t been taken on successfully by a peer company. You’ll generally only be successful marketing to a Pragmatist type if you have convincing key accounts, which typically might come from Visionaries.
Only once your product has matured past these stages and has been tested and trusted by many will it become interesting to Conservatives. When figuring out your marketing strategy, make sure to take the life stage of your product (and its associated desirability to each of the groups) into account. To learn more about each of the buyer types in B2B marketing, click here.
Strategies that Work for Visionaries
Visionary buyers are at once the easiest and the hardest to reach. That’s because you can’t really find them; they find you. On the one hand, they’re exceptionally tech-savvy, and so they know how to scout out the newest products on their own and will reach out for more information if they see a fit. Most of the time, it’ll be the Visionary buyer who initiates contact with you, not the other way around.
On the other hand, however, trying to find them on your own can be a lot more difficult. Visionaries exist in all industries, and because their claim to fame is largely that they are unique, it’ll be rare to find them in a definable group in any setting. When marketing to them, your best bet will therefore be to take a relatively horizontal approach, as long as it prioritizes online exposure. Visionaries are horizontally focused, meaning that they don’t care about which industry the product is intended for, as long as they think it could fit their own use. So, focus on highlighting the features of your product most likely to engage someone looking for something new.
Anything online is a good way to go with Visionaries; blogs, posts, forums, ads, and organic or paid searches of any type will all raise your chances of getting their attention. You don’t need to package anything specifically for them just yet; they’ll ask for more information once they’re interested in the product.
Strategies that Work for Pragmatists
Pragmatists, on the other hand, do need to be targeted, and your strategies for them should reflect a nuanced understanding of their needs. It’s important to note that Pragmatists are typically vertically focused, meaning they stay within their industry when looking for new products. More specifically, they’ll want to see not only proof that your product has worked for others, but also that it has worked for companies in the same industry, of a similar size, and of a comparable level of complexity as their company.
To market to a Pragmatist, you’ll need at least a few key accounts to grab their attention一 most of which will come from the Visionaries who took on your product first. In transitioning from marketing to Visionaries to marketing to Pragmatists, make sure to work with companies that are of a similar size and complexity of those of the Pragmatists you’re targeting; they’ll want to see proof of concept in companies that are similar to theirs.
You’ll need a more tailored marketing strategy when working with Pragmatists, the majority of which will be online. Materials such as case studies, detailed analyses, white papers, ebooks, buying guides, and even webinars can all prove impactful as long as your product is appropriate for the Pragmatist’s company.
Strategies that Work for Conservatives
The strategies you’ll use to market to Conservatives will be very different from those previously discussed. Because they’re not exceptionally tech-savvy, online marketing strategies will not engage them nearly as well as they would buyers from other types. Face to face is what Conservatives prefer, though this method is only as effective as is your brand recognition among their circles. Conservatives like to go to conferences in person in very familiar venues; your success in this sector will rely heavily on whether they recognize you and associate you with their industry. Become a presence in their spaces and gain acceptance by their peers in order to get their attention.
Besides having a physical presence in the conferences they attend, the most effective marketing strategies for Conservatives will be those that are not limited to the online realm; printed handouts s, phone calls, print publications, and in-person speaking engagements are all effective options for this type.
The marketing strategies you choose to reach your buyers will vary depending on which of the B2B buyer types you intend to attract. As with anything in marketing, it’s important to understand who you’re speaking to and what will incentivize them to act. Click here to learn more about how to optimize these strategies for each of the buyer types一 you’ll learn what words and ideas will speak the most to them and how to frame your information in a way to cater to their unique motivations.