Identify the characteristics of a qualified prospect
The maturity level of a qualified prospect can be assessed by a number of criteria, even if they are still in the reflection phase:
Qualified prospects are actively looking to solve a problem , find a solution, or find a product that can meet their needs.
As a prescriber within your company, you have the power to decide whether or not to make a purchase .
They are more likely to buy if they trust you and have a good perception of your products: they recognize your ability to meet their needs.
You have reached the final stage of your thinking and want to bring about change as soon as possible to finally satisfy your needs.
They are listening to your offer because they have reached a stage where they have a strong purchase intention.
II. Adapt your approach to different types of B2B buyers
Each type of buyer has their own needs and preferences, so it's vital to tailor your approach accordingly.
Here are the different types of B2B buyers you may encounter:
The purchasing department buyer: This very pragmatic official italy number data buyer focuses on the financial and logistical aspects of purchasing.
The end user of the product (or service): is the type of buyer most influenced by the characteristics and advantages of the product.
The internal prescribing buyer: usually recommends a product to the official buyer and greatly influences the final purchase decision.
The non-buyer external prescriber: This highly respected external consultant or expert recommends that the company purchase a product.
The economic buyer: very sensitive to costs, focuses on the economic advantages of the product but remains vigilant regarding quality and reliability.
Technical buyers: Often engineers or experts in their field, they analyze and evaluate the technical characteristics of the product.
Buyers with a strategic agenda: Driven by the company's strategic priorities, they are sensitive to product features that can help them achieve their goals.
The purchase sponsor: an influential person within the company (management or others) who can play a decisive role in the purchase decision and should be involved in the purchase process from the beginning.
Collaborative purchasing: in this case, since the purchasing decision is made by a group of people, it is necessary to understand the dynamics of this group, and the functions and responsibilities of each of the members, in order to ensure that everyone joins in and influences the final decision.
III. Develop a strategy to attract qualified e-commerce buyers
B2B customer acquisition is the process of finding and identifying potential customers that meet a company's specific criteria. To implement a customer acquisition strategy that specifically targets your buyer personas, you have several options...
Offer your products on specialized B2B marketplaces
B2B marketplaces are online platforms that connect buyers and sellers. They have become an increasingly popular online sales channel for businesses, as they allow them to reach new customers without spending a lot of money.
By using so-called “vertical” marketplaces – those that specialize in a particular field, rather than generalist ones – companies can target a more qualified audience. For example, a company that makes orthopedic devices can use a specialized medical marketplace, such as MedicalExpo , to reach truly qualified and interested buyers. In addition, B2B marketplaces can offer benefits such as customer relationship management (CRM) tools, digital communication and online collaboration tools, as well as sales tracking features.
Taking care of your SEO for search engines
SEO (Search Engine Optimization) is a strategy that consists of optimizing the content of your website for search engines such as Google. This strategy is essential to attract potential customers to your website and to the product positions in the marketplaces in which you are present. To do this, it is important to identify the keywords relevant to your business and create quality content that answers the questions and needs of your potential customers.
Use targeted emails
Targeted email is a great way to reach potential B2B buyers. Emails can be used to inform prospects about products, offer them special deals, invite them to events, and more. For emails to be effective, it is important to send specific messages to specific prospects.
To do this, you can take advantage of the targeted email campaign services offered by specialized marketplaces . This gives you the opportunity to use specific mailing lists based on your customer segmentation criteria, while benefiting from the electronic reputation created by the marketplace . Once customized and designed to be sufficiently attractive, your mailings can be distributed by country and language to active buyers of your product category .
Create paid advertising campaigns
Online advertising is an excellent way to reach B2B buyers. It's up to you to choose from the different channels available: web banners on specialized marketplaces that speak directly to your target audience, social media campaigns (LinkedIn, Facebook, Instagram, etc.), SEA (Search Engine Advertising) campaigns, etc. to target a qualified audience.
It's important to create relevant ads that include clear calls to action and useful information for your prospects. The targeting you define should be ultra-qualitative. It's also a good idea to monitor the performance of your ads, which will help you adjust your strategy.
Using webinars as prospecting tools
Webinars are online seminars that can be used to share your expertise with your prospects . They are high-converting lead generation tools as they give you the opportunity to present your products in an interactive and engaging way ( leads are business contacts interested in a company's offering). Webinars offer you an effective way to communicate directly with your prospects and answer their questions in real time, which can help build trust and credibility . Your webinars should be of interest to your audience and offer high-quality content. It is also important to promote your webinar effectively and in a timely manner.
To maximize your conversion rate, it's wise to follow up on the leads generated by your webinar and "feed" them with additional content. You can send follow-up emails, offer personalized demos or free trials to encourage your prospects to make a purchase.
Finding the right B2B buyers is therefore a constant challenge for businesses, but by using the right methods, it is entirely possible to achieve your sales goals. Knowing the different types of buyers and using effective acquisition strategies will help you on your path to lead acquisition .
As Peter Drucker, professor, management consultant, author and theorist said : “The purpose of business is to create and retain a customer.” It is by striving to understand the needs of your potential customers and offering them appropriate solutions that you will stand out from the competition and develop your online business.
