In some of our previous articles, we explored the concept of the buyer’s journey and its importance in the B2B SaaS sales process. When it comes to sales with long-term commitments and higher ACV (Average Contract Value), new and unique challenges appear – and you must deal with them on time. For example, there can be multiple decision-makers and influencers who can speed up or slow down the SaaS sales process. It surely makes the buyer’s journey and B2B SaaS sales funnel less predictable and harder to cover with relevant content, but also more exciting to discover how different roles affect the decision-making process and success of a sale.
That’s why we’ll get into the importance of crafting an all-inclusive multiple buyer’s journey that is relevant to the website visitor. As usual, all the answers lay in the effective content marketing strategy, and you’ll see why it’s like that. We’ll guide you through the whole process, taking an example for a company that sells marketing software to other biotech companies. That way, we cover the B2B aspect and can give a representative example of how things are going. So, let’s say you’re the owner of a company that sells marketing software.
Here’s how to understand the diverse needs of every stakeholder included in the purchase decision:
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Understanding the Multiple Buyer’s Landscape in B2B SaaS Content Marketing
Knowing that marketing software for biotech companies is a pretty specific field, it’s crucial to recognize which individuals play pivotal roles in the decision-making process. Surely VPs or Marketing roles come first to your mind as the ultimate decision-makers, but there are other key figures who may influence the outcome.
So, who are they?
1. VP of Marketing Department as Decision Maker
This individual is interested in the advantages and ability of the software to transform marketing operations, enhance the team efficiently and provide swift time-to-usefulness. Based on the marketing budget, this person can decide if they need the software or not. But if it’s more costly than the planned marketing budget, the VP of marketing should consult with other personas included in the journey before approving the purchase.
2. CEO as Decision Influencer
The biotech company’s CEO may say yes but might say no too. In big companies and enterprises, such as our example, CEOs may find useful tools or software and share it with the team or responsible roles. Based on that, the decision makers may sign up for a free trial or demo and then tell the CEO if the tool/software is really useful or not.
3. Marketing Managers as Users and Influencers
Since we are talking about marketing software, marketing managers and other similar roles are the end users who will have the most benefit as they should focus on factors like convenience, ease of use, flexibility, and capabilities that fit the day-to-day operations.
4. CFO as an Influencer
CFOs must be involved since they need to be aware of the costs, implementation expenses, usefulness, contract terms, and the software’s impact on the company’s financial health. Surely, they have the authority to adjust the budget with the cost or suggest if the software is too expensive for the current financial state.
Crafting Relevant Buyer’s Journey
As we mentioned the four main decision roles involved in the example, we can see that they all have diverse needs and priorities. While, for one, efficiency and optimization are primary features, others may be worried about the costs and how the software fits the current workflow.
Knowing this, you must put the prospects at the center of your B2B SaaS content strategy so the content resonates with their specific requirements. That way, you easily target their pain points and encourage them to take the next step.
So, here’s how to do that:
1. Content that Fits the VP of Marketing Buyer Journey
To capture the VPs attention, you must emphasize the advantages of the software. Highlight the potential to transform marketing operations and improve the department’s overall performance. Note that when properly implemented, your biotech marketing software will deliver rapid results. These features are essential for this decision-maker.
2. Content For the CEO
CEOs have different concerns compared to the company’s marketing roles. They maybe need to know how the features justify the cost, but are surely interested to learn how software helps them scale, the transparency, efficiency, and even additional benefits the team may have. Emphasizing the long-term value and ROI can help win their support.
3. Helpful Content For the Marketing Manager
When targeting marketing managers and their teams as end users, you must highlight features like ease of use and flexibility. Show them how the software integrates with the existing workflow and use that as a persuasive selling point.
4. Content that Covers the CFO’s Worries
B2B SaaS marketers must provide detailed cost justification while targeting the biotech company’s CFO. Even though they only have to approve or adjust the expense or even discuss going over the budget, don’t forget to provide sufficient information on pricing and integration.
The Power of Relevant Content on Your B2B SaaS Product Website
By tailoring the content according to this guide, you can meet the unique needs of each buyer or influencer in the sales process. No matter if you’re focused on biotech marketing software or any other SaaS product, it’s essential to address specific pain points, offer solutions, and enhance confidence in the decision-making team.
This way, you establish authority and credibility and position your product as a valuable investment that meets the strategic goals of the targeted company. Ultimately, the potential buyers will recognize your quality and consider your solution as the best for their company, and proceed to seal the deal and purchase the software.
Final Thoughts on Multiple Buyer’s Journey and Decision-Maker Roles
SaaS sales involve multiple decision-makers and influencers, but you must always stay relevant to the buyer’s journey. Understanding the distinct needs of each stakeholder allows marketers to create tailored content that accelerates the sales process.
That means you have to align the messaging with the utility, advantages, cost justification, and other essential factors for each role in the buyer’s journey. Ultimately, you’ll deliver great and relevant content that drives engagement, fosters trust, and builds authority while encouraging the stakeholders to make informed decisions through their buyer’s journey.
