Audience research in B2B is simply not at the same level of that available to consumer marketers. The size and diversity of decision making units coupled with an often lengthy and complex buying journey, make it hard to clearly identify who is most influential at a given point in the process. Add to this, regional variations, size of business and the specifics of vertical industries and the task becomes ever more challenging.
For some established decision-making groups, such as the ‘C’Suite’, there is a reasonable level of audience research available which can inform the media mix and help define the most influential channels.
However, experience has shown the most influential channel on the ultimate decision maker is the group that works most closely with them. This group can include multiple job functions from procurement, through finance to technical. We believe understanding how this group interacts, where they go for information, the format of that information and how they share it, is core to delivering engaging and efficient campaigns.
The insufficient amount of reliable research, means that a real understanding of decision making unit behaviour can only come from a real understanding of the key vertical industries in which they operate.
At Band Interprise our process is built upon deep understanding of the decision making process within key vertical industries, supported by our proprietary planning frameworks and tools. This unique combination enables us to clearly identify the most appropriate and effective media mix to produce truly creative ecosystem planning.