Regardless of how the sales landscape changes, one thing remains constant: understanding your audience is crucial. But what happens when your audience isn't a single decision-maker but a committee with diverse roles and perspectives? After all, 80% of purchases now include a complex buying group with 60% of purchases having four or more people scrutinising the decision (see more stats like this here).
The answer is deceptively simple: you need personalisation.
To engage your buying committee, it’s important to connect with them on a personal level. This can be daunting: God forbid you do or say something wrong. Deep breath; they’re human, just like you and me.
Together, let’s explore the power of personalised content in engaging buying committee members and delve into the delicate balance of addressing both emotional and functional needs. By the end, you'll be armed with insights to transform your content strategy and resonate with every role on the committee.
Imagine you're planning a dinner party, and your guest list includes a mix of foodies, health enthusiasts, and comfort-food lovers. Would you serve a one-size-fits-all menu and hope for the best? Unlikely, unless you dislike your guests. Instead, you'd tailor the dishes to suit each guest's preferences and dietary restrictions. In the same way, when engaging a buying committee, a generic content approach falls short.
To this end, personalisation isn't just a buzzword. Really, it's a strategy that can significantly impact your sales efforts: research shows that 80% of consumers are more likely to do business with a company that offers personalised experiences. The same principle applies to B2B buyers, who expect content that speaks directly to their needs and helps solve their problems.
Examples of Tailored Content
Let's dive into some examples of how personalised content can effectively engage different members of a buying committee:
You can learn more about the buying committee here.
While B2B decisions are undoubtedly data-driven, emotions play a significant role in any process. The buying process is no exception.
Committee members aren't just looking for a solution that works; they want one that makes their lives easier and enhances their professional reputation. Ideally at as low a price as possible. Balancing emotional and functional appeals in your content is the key to winning hearts and minds.
For example, a case study showcasing how your product streamlined a company's processes not only addresses functional needs but also taps into the emotional satisfaction of making work more manageable.
Similarly, success stories that highlight how your solution helped an organisation achieve its goals evoke a sense of accomplishment and pride, appealing to both the logical and emotional sides of the committee.
Tailoring your content to the unique priorities of each role on the committee yields numerous benefits:
As you begin working towards developing new content that addresses the unique needs of every buying committee member, remember that personalisation isn't merely a strategy; it's a relationship-building tool. The committee members, like you and me, are fundamentally human. By putting yourself in the shoes of each member, understanding their distinct pain points and aspirations, and using your content to address these directly, you're not just customising content – you're fostering empathy.
So, as you fine-tune your content strategy, remember: personalised content isn't a mere luxury; it's a necessity.
Want to know more about effectively enabling your buyers? Take a look at our buyer enablement guide here.