Knowing All of Your Audiences and How They Work Together

by Morgan Alverson | Aug 29, 2023

Your success as a B2B company is not solely determined by winning over a single decision-maker. Instead, it hinges on comprehending and engaging with all the stakeholders who play a role in the buying journey (and remember your buying journey should continue after the close). 

Do you know all of your audiences and how they work together? 

Knowing and catering to the different audiences at various stages of your sales pipeline is essential. From the initial awareness stage, where prospects are exploring solutions, to the consideration stage, where they evaluate options, to the decision stage, where they commit to a purchase, to the customer stage, where you can upsell or cross-sell —each phase demands understanding your audience. And in the B2B world, that audience likely changes at each stage.

Knowing your audience means having a comprehensive understanding of their pain points, motivations, and future picture. You have to be able to tailor your messaging and content to each audience member effectively.

Know your audience at each stage.

Here’s a look at just how different audiences are at each stage of the B2B sales pipeline.

Awareness and Consideration Audience  – Who is the person facing a problem? Maybe you have to make them aware of their problem, or maybe they’re out seeking a solution. Either way, they’re the ones considering your company as an option.

Buying Committee –  This is the group of individuals who make the decision to work with you. Identifying these individuals and understanding their roles within the buying committee is paramount. Jason breaks down how this buying committee is growing in the B2B world here. 

Influencers –  While the buying committee may be the ones to make the final decision, there are certainly influencers that will contribute to shaping perceptions and preferences. 

End User – Who is actually the one using your product or service? (This could be more than one audience.) In some cases, this audience was part of the decision-making process. In others, you were handed over to them to use. They may or may not have a solid understanding of who you are and what you do.

Take a look at each of these areas and identify the persona and role of each individual you would come in contact with. Know their problems and needs. How do they work with the other roles and stages of your sales pipeline?

Create content specific to each audience.

Once you know each audience, you have to be able to effectively communicate to them.

Craft content that resonates with each audience or group, guiding them from one stage to the next. Do they need educational content? Case studies? Personalize content for the audience AND the stage they’re in.

In the realm of B2B marketing, knowing all audiences is not just a strategy; it’s a necessity. A thorough understanding of their roles, needs, and concerns fuels an effective marketing approach.