How to understand the nuances of B2B content audience
who is your audience? They have some problems? Unless you understand what makes them interested, and by fully understand their concerns and purpose, otherwise, you will not be able to provide relevant and valuable content.
for most organizations, this problem is very easy to get, but B2B usually hard to understand this point. The problem is that many B2B companies are very rough about their potential customers, so they can not accurately describe what the company wants to contact and interact with who. Although you may think that there are people on the street and the duty to pay attention to these things, is enough to guide your content, but the reality is not the case. Here are two examples of why this approach is flawed.
Table 1: in other words, you can’t assume that people with similar heads are in the same way to approach the buying process
source: Forrerter Research, " for B2B Compainies Teah, Demographics Shape Adoptian, " January 2010
Table 2 CIO (CIO) prototype and focus
source: "State of CIO 2009, " CIO, January 2009.
you may want to take into account those who are responsible for the development of enterprise applications, and application developers and enterprise architects, etc.. However, by setting up two types of application developers, you can’t understand the best way to approach these two different people. After all, they consulted resources in different ways during their decision-making process.
here’s another example. Many organizations tend to believe that all CIO create the same content. But the results of the 2009CIO status report from CIO magazine are not the case. The report summarizes three CIO prototypes, none of which have different focus and goals (Table 2). If you assume that all CIO are similar, you will make all of them are not related to the content.
in order to practice your potential customers, you need to know who they are, including what they focus on, what interests them, and the best way to practice with them. You can make a better understanding of your current customers and potential customers and create a buyer’s role, the ideal customer profile. Although you don’t need to create a buyer for every single person you’re planning to promote, you should create a buyer’s role for all the buying and selling processes. For example, for those who use your product >