Personas For Marketeers For Business Owners Marketing Strategy

How to create personalised content for the B2B buying committee

3 Minute Read

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.

The personalisation imperative

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:

  • The Champion: Since they’re typically in charge of research, provide them with in-depth whitepapers, case studies, or webinars that showcase your product's unique benefits and ROI.
  • The Decision Maker: Decision makers care about the bottom line. Presenting them with financial models, cost-benefit analyses, and success stories that highlight concrete results and savings is the equivalent of speaking their financial language.
  • The Influencer: Influencers may not be involved in research, but their opinions matter—it’s in the title. Sharing thought leadership articles, industry reports, and expert interviews to appeal to their desire for insights and expertise goes far.
  • The Blocker: Blockers often resist change (again, in the name). Address their concerns head-on with content that tackles objections, offers risk mitigation strategies, and provides comparisons with competitors. Make your value irrefutable.

You can learn more about the buying committee here.

Balancing emotion and function

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.

The benefits of resonating with each role

Tailoring your content to the unique priorities of each role on the committee yields numerous benefits:

  • Increased Engagement: When committee members see content that directly addresses their concerns and objectives, they're more likely to engage with it.
  • Improved Decision-Making: Personalised content provides the committee with a holistic view, allowing for well-informed decisions that balance various needs.
  • Faster Sales Cycles: By addressing objections and concerns proactively, you can accelerate the buying process and reduce the likelihood of stalled deals.
  • Enhanced Trust and Relationships: Demonstrating that you understand and cater to the committee's specific requirements builds trust and fosters stronger relationships.

Transforming your approach

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.

Becky Nicholls

Becky Nicholls

One of Intergage's Marketing Assistants, Becky uses HubSpot and AI everyday to help create compelling and educational content for iME's blog and social media channels, as well as producing the Leaders in STEM podcast. They're also a big fan of the Oxford comma.