To design an effective B2B marketing strategy, it is essential to take into account the specificity of the purchasing decision and the factors that influence it.
The purchasing process in B2B is not quite the same as in B2C. Indeed, the approach and the fundamentals are not totally different. However, there are essential concepts like the buying center and the type of purchasing to consider to be effective in B2B.
What is the B2B purchasing process?
To easily understand the specifics of the purchasing decision and its factors in a B2B context, it is important to understand the purchasing process. In both BtoB and BtoC, the purchasing process begins with opportunity research , followed by analysis and planning before launching marketing actions . But specifically in BtoB, the process for a new purchase includes 5 key steps:
- Appearance of need
- Definition of the product/service – specifications
- Supplier search and pre-selection
- Negotiation
- Decision – choice of supplier / product – service
The B2B purchasing center
Generally, when the budget to be allocated to a purchase is substantial, the decision is not made by a single person . It is taken by a group of individuals each with a specific role within the company.
These collectives are often made up of:
- prescribers: they define the product to meet the need.
- buyers: they research potential suppliers and gather information about them.
- advisors: they are not decision-makers, but they have an influence on the purchasing decision.
- decision-makers: they ultimately choose the successful offer.
The B2B purchasing type
In business, decision-making is also influenced by the type of purchase. Indeed, the process for a new purchase, for example, is not the same as for a repetitive purchase. L'importance of product/service in customer activity will also determine the behavior of BtoB buyers with their suppliers.
According to a study carried out by management science researchers, there are three purchasing situations that can influence the behavior of B2B buyers.
- New purchase: the customer seeks to collect as much information as possible and tends to study a wide range of offers.
- Identical purchase: the customer works with his usual suppliers and it is often very difficult to question this balance.
- Modified purchase: intermediate situation to the 2 previous ones.
Naturally, each B2B customer purchasing situation involves a suitable marketing and sales approach. For example, for a new purchase, it is crucial to be present upstream to influence the purchasing process in favor of the strong points of your offer. On the other hand, if the purchase is repetitive, you must rely on intense commercial work.
The B2B customer sector
The sector will also weigh in the BtoB purchasing decision. Remember that your BtoB customers also have their own customers. You must therefore know their position in their sector, collect data on customers and prospects in your market and in downstream territories.
Additionally, you may be selling the same product to two companies with completely different businesses. In this case, it is fundamental that you adapt your marketing strategy to these two markets . The fact is that a company specializing in robotics will certainly not have the requirements of a company working in the steel industry.
The size of the structure is also an element to take into account. Keep in mind that the purchasing process is much simpler in a company with 20 employees than one with 2,000 employees.
The perceived level of risk
The perceived level of risk is also a determining factor in terms of the B2B purchasing process . It was the Lyon researchers (Robert Salle, Jean-Paul Valla, Daniel Michel) who focused on the study of it. Indeed, in the case of a strategic purchase , the company will pay particular attention to the reliability of the supplier . Concretely, depending on the perception of the purchase by the purchasing center (trivial or strategic), the level of perceived risk differs. The conditions and scope of negotiation will then be strongly impacted.
To acquire BtoB customers and retain them, it is imperative to integrate these particularities into your strategy. They must guide your organizations and marketing actions , sales techniques and pitches, etc.
