The profile of the industrial consumer differs from that of the traditional or mass consumption consumer. The former is more demanding , specialized and negotiator , so their purchasing decision process is different both in time and in form.
To retain the attention of this type of audience, it is necessary to design a personalized sales strategy that convinces the user to purchase an industrial product or service. At BCM Marketing , as a marketing agency specialized in providing marketing services to companies operating in the industrial sector , we focus on identifying our clients' buyer personas with the aim of offering personalized and relevant information that helps in attracting new qualified leads .
Purchasing process of an industrial consumer
To understand and identify your buyer persona or ideal client , our team of industrial hong kong email list marketing and commercial strategy professionals have divided industrial consumer behavior into three key stages that explain how the purchasing process works in the industrial sector (to see this expanded purchasing process, you can take a look at an expanded article in which we explain in detail the phases of the industrial consumer purchasing process):
Your process starts once you identify a problem or need in your company. You then select possible solutions and explore existing offers on the market, paying particular attention to the technical specifications of the products and services.
Once you have identified the product that best suits your needs, you look for qualified suppliers and invite them to submit their proposals , analyze the budgets and establish some criteria such as performance, adaptation, legality and product quality before making the final selection.
Finally, the customer places the order and evaluates the after-sales service he receives after making his purchase. This process largely determines whether the customer will contact his suppliers again. For this reason, the importance of establishing a good relationship using relational marketing techniques is of utmost importance.
Considering that the buyer persona is a fictitious representation of the company's ideal client , we must take into account not only the type of client of our target audience, but also their own personal or professional objectives and goals in their sector. Thus, it is important to keep in mind, before creating an industrial buyer persona , what the stages of the final purchase process will be.
Although identifying the different types of buyer personas can be more complex than it seems, a few months ago we put together a small guide that will help you define your buyer persona in an industrial B2B marketing environment .
Inbound marketing, a key element to attract your buyer persona
As a marketing agency with more than 25 years of experience in the industrial sector , at BCM Marketing we establish a personalized sales strategy for each client in which attractive proposals are offered aimed at real needs to reach the target audience through inbound marketing .
Inbound marketing , which replaces traditional direct marketing, aims to attract new leads or potential customers who meet the characteristics of the company's buyer persona . This is only possible by offering relevant information to the audience through content marketing , that is, the creation of content and information relevant to your buyer persona .
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