Do you know who the decision makers are that will be buying your product or service? Will the final say come from the CEO, or will it be in conjunction with the Marketing Executive, HR, and/or another team of executives?
In most B2B markets the buying decision may come down to the influence of a team of people. Chances are that in many cases the final decision makers are similar across each organization. The problem that many companies face is determining the right social and digital media channels to reach their target market.
One issue that I see many companies forget about is that fact that the decision makers for your product are most likely engaging digital content in different ways. A recent study I just read by Brandfog, “2012 CEO, Social Media and Leadership Survey” noted that just 2.5% of Fortune 500 CEOs are on Twitter. Obviously this would not be the most optimal way to reach CEOs however, this might be more appropriate to provide content to the CMO.
When starting a digital campaign here are some of the first things I assess:
1) Who is involved in making the purchase decisions in my target market?
2) How is each decision maker engaging in social and digital media?
3) What is my content strategy for this campaign and how can I tailor it across digital channels to be most effective for each decision maker?