Las decisiones de compra B2B ya no las toma una sola persona, sino una red. Este artículo expone cinco estrategias prácticas que ayudan a las empresas a adaptar sus mensajes para conectar con múltiples personas influyentes a lo largo del proceso de compra. Lea el artículo para ver cómo las empresas líderes están actualizando su enfoque, y póngase en contacto con Barysa S.A. para ver cómo puede perfeccionar sus mensajes para adaptarse a la forma en que se toman las decisiones hoy en día.
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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