Mark Osborne argues that B2B buyers are human and driven by emotion and irrationality like anyone else. Success requires moving past generic targeting to build detailed personas for each person on the buying committee, not just the company. Understanding individual motivations and emotional triggers improves messaging and conversion rates.
We think all the time about, you know, B2B buyers are people too, and they're subject to the same irrationalities that all people are, the same sort of emotional ploys. That's why one of the things that we really emphasize in the work that we do with clients is not only, you know, sort of building out an ideal customer profile that describes the type of companies you want to work with, but really building, you know, the personas of the different members of the buying committee.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
