Purchasing decisions in B2B companies

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Not all purchasing decisions are equal . First, let’s think about: “Where to buy printer toner?” And second: “How to implement ISO standards in my company?”

For the first question, the answer is given in a few minutes and the decision is made by any employee with delegated purchasing power. For the second, a complete review of several departments, an analysis of alternatives, several budgets and a decision by the board of directors is required .

If the product your company sells has a sales cycle similar to ivory coast mobile database the second answer, you are ready to enter inbound marketing . These are the specific elements that an inbound-friendly product or service has.

Importance . Is senior management involved in the purchase? Is it a top priority for your prospects? If a decision is business-critical, your prospect should be working to get it right.

Cost and time . Does your product require a high investment? Does it require long-term commitments? If it involves a high cost and requires maintaining the decision for many years, an inbound strategy will allow your customers to make an informed decision.
Complexity . Do you sell a complex product range that requires research to understand basic concepts? Does it take weeks of study to value the benefits? The more research a decision requires, the more successful inbound work is.

Risk . What are the risks involved in the decision? What are the bad things that could happen if your potential customer makes a wrong decision? Are the disadvantages limited to the price of the product, or does this decision set your company on a new course that also affects many other decisions? The riskier a decision is, the more evidence is sought, so inbound marketing is going to be crucial.