Hannah Swinson

B2B buying is hard. Gartner’s recent research on B2B buying groups found that the typical buying group for a complex B2B solution contains “six to ten decision-makers, each armed with four or five pieces of information they have gathered independently and must de-conflict with the group.”


For B2B sellers, this is a nightmare as brands only get one shot at captivating their audience. Creating messaging that is prospect-centric and demonstrates value to as many members of the buying group as possible has never been more important.


But we often hear from our clients that they find it difficult to strike the necessary balance in developing content that resonates and is valuable to diverse buying groups.


So, what should businesses do to make sure they are communicating with multiple buying groups effectively:


  1. Define your target personas: Identify the various buying groups you want to target and create detailed buyer personas for each group. Understand their demographics, preferences, pain points, and motivations. This will help you tailor your content to address their specific needs. 
  2. Segment your content: It's important to recognise the unique characteristics of each buying group. Create content segments that specifically address the distinct needs and interests of each group. This could involve varying the tone, style, or even the medium of your content. 
  3. Personalise the messaging: Customise your content to speak directly to each buying group. Use language, examples, and imagery that reflect their specific concerns and preferences. Tailoring the messaging will make them feel seen and understood, increasing the chances of resonating with them. 
  4. Address different stages of the buyer's journey: Understand that different buying groups may be at various stages in the buyer's journey. Create content that caters to each stage, whether it's awareness, consideration, or decision-making. Offer valuable information, educational resources, and actionable insights relevant to each group's journey. 
  5. Conduct audience research: Continuously gather feedback and insights from your target audiences. Conduct surveys, interviews, and analyse engagement metrics to understand what content resonates the most with each group. Use this feedback to refine your content strategy and make it more effective. 


Remember, effective content creation requires ongoing analysis and refinement. Regularly monitor the performance of your content, gather feedback, and adjust accordingly. By understanding your target audiences, and addressing their unique needs, you can create content that resonates with multiple buying groups.


Want to see prospect-centric messaging in action? Check out this case study here.