In the world of Business to Business (B2B) marketing and sales, we aim to influence the rational buying process. Specifically, IT companies share information that resonates within the conscious minds of their audience. Most of them excel in sharing benefits, functions, features, price, and many other tangible aspects of their product and/or service. The what and how of the offering.
The websites and content of IT companies target potential buyers who are already aware of their need and situation. The reason is that most IT people believe that buyers are looking for their technology and daily. The reason for that lies within their technical background and DNA.
By doing so, they forget two things:
- the buying process starts way before their audience is aware of its need
- 90 to 95% of the human decision making occurs without using the conscious mind
Sharing information about the experience and believes of your brand and solution is much more effective. You should address the humans behind the B2B decision- making process.
Download our whitepaper to receive some practical and straightforward tips in influencing the subconscious processes of your potential buyer.