Decode the B2B buying committee, amplify your ABM efforts

A fundamental part of a successful account-based marketing strategy is identifying and engaging the evasive B2B buying committee. To get ABM marketing right, it is crucial to understand who comprises the buying committees within your target organisations, their role in the purchasing decision process, the balance of power, and whether each individual presents an opportunity or threat to your ABM efforts.

Identifying the B2B buying committee

Research suggests that the average number of stakeholders involved in a B2B buying committee is between 6 and 15 people. These multiple stakeholders each bring their own perspectives, priorities, and influence to the decision-making process and are collectively responsible for their company’s purchasing decisions.

Knowing who these key stakeholders are and what motivates them is critical to an effective ABM campaign. Without this knowledge, marketers risk sending the wrong message to the wrong person and missing out on vital opportunities to convert each stakeholder to their cause.

Tools that can help

Good old desk research can go a long way toward helping you put names and faces to your target accounts' buying committees. Apart from visiting the target company's website, particularly the 'About Us' or 'Leadership Team' sections, you can also:

• Use LinkedIn to research company profiles and individuals within the organisation. Look for titles such as CEO, CFO, Head of Sales, and Head of Operations to identify potential decision-makers and influencers. LinkedIn Sales Navigator can prove very useful for identifying right-fit prospects on LinkedIn.
• Peruse industry-specific publications and news articles to understand the company's strategic initiatives, which can hint at who might be involved in relevant purchasing decisions.
• Leverage your existing CRM data to uncover who your sales team has engaged with in the past. This can reveal the types of key contacts to go after and their role in previous purchasing decisions.
• Use ZoomInfo, a B2B data and software tool for intelligent prospecting that helps go-to-market teams find and acquire new customers.

Internal collaboration

While leveraging your existing data, collaborate closely with your sales team to draw comprehensive insights. Because they have direct contact with various stakeholders within target organisations, their knowledge can help you identify key individuals likely to be on the buying committee.

Also, consider involving customer services and account management. These teams can provide valuable information on existing customer relationships, highlighting who is usually involved in decision-making and who has influence within an existing best-fit client.

Key roles within the buying committee

There are a few archetypal roles typically seen in a B2B buying committee. Each role plays a distinct part in the decision-making process, and knowing which role each individual in the buying committee fills helps you get a sense of where the influence lies–and where your ABM efforts will see the most gains.

These roles include:

The Champion

Often department heads or project managers, these internal advocates push for your solutions because they see their value in helping them achieve their goals.

The Decision-maker

Usually a senior leader with authority to single-handedly approve purchases, like a chief officer or managing director, these individuals have the final say. Their approval is crucial for closing a deal.

The Budget holder

The CFO or Financial Director controlling the company purse strings; these individuals' buy-in is necessary for the financial aspect of a deal.

The Influencer

Usually higher up in operational departments like Sales, Marketing and IT, influencers may not have formal decision-making power, but they shape opinions within the buying committee and can sway the decision either in your favour or against it.

The Blocker

Blockers, usually working in the Compliance or Legal departments, can derail the deal by raising objections or delaying decision-making, usually because of perceived risks or competing priorities.

Engaging with the B2B buying committee

Properly defining the buying committee can help ensure your ABM efforts are strategic and targeted. By delivering relevant messages and experiences to everyone involved in the purchase decision over time, you can address the concerns and priorities of all committee members at key moments in the buying journey and increase the likelihood of a deal moving forward.

By identifying and engaging with all relevant individuals in a B2B buying committee, you can enhance your storytelling, confident that your brand's message will connect with each stakeholder's specific areas of concern. 

What to prioritise for each role

Your ABM strategy should include tactics like marketing personalisation, content, multi-channel engagement, and long-term relationship-building. However, to get the most out of these tactics, they must be strategically and relevantly applied to each role, depending on each one's needs.

The Champion

Champions are your greatest allies in the buying committee, and your goal should be to make them feel valued and empowered to advocate on your behalf to the rest of the committee.

Provide them with persuasive, high-quality content they can share internally, highlighting how your offering has benefited similar organisations, such as:

• White papers and success stories.
• Personalised presentations.
• Exclusive access to events, research reports, or webinars.

The Decision-maker

The primary imperative of decision-makers is the long-term growth of the organisation. They will do what they think is best for their company, so you must demonstrate that your offering fits the broader business strategy.

Focus on addressing their strategic concerns with your content and messaging. Provide detailed information on the expected ROI and long-term benefits, including cost savings, efficiency gains, and competitive advantages. 

Also, share thought leadership content that aligns with their interests, such as industry trends, future projections, and insights that underline the importance of partnering with you.

The Budget holder

Budget Holders scrutinise the costs, potential financial risks, and overall impact on the company’s financial health. To win budget holders over, present a solid business case for your offering that includes:

• Cost-benefit, total cost of ownership (TCO), and break-even analyses.
• Tailored ROI projections specific to the company’s financial situation, showing both best-case and conservative estimates.
• Risk mitigation strategies including warranties, service level agreements (SLAs), and performance guarantees.
• Clear, transparent pricing models.

The Influencer

Much like the Champions, Influencers can be great advocates for your offering if your messaging convinces them. These individuals are often subject matter experts or respected industry leaders, so engaging them with technical content and social proof to build credibility is key.

• Share content that positions your company as a leader in the industry, such as white papers, research reports, and expert opinions that align with the Influencer's interests.
• Build trust by providing anonymised case studies and testimonials from other respected companies or industry leaders who have worked with you.
• Involve Influencers and their expertise in the content creation process, such as co-hosting a webinar or contributing to a white paper, which can increase their buy-in and advocacy for your solution.

The Blocker

Blockers might resist purchasing due to concerns about risk, disruption, or simply because they prefer a different option. They can slow down or even halt decision-making if their objections are not addressed. 

It’s crucial to engage with Blockers early on to understand and address their concerns before they derail the decision-making process. Once you're clear on their problems, provide strategies for mitigating perceived risks, such as phased implementation plans, pilot programs, or guarantees. Show empathy towards their concerns and offer reassurances, such as additional support or customisation options, that might alleviate their worries.

Also, consider preparing responses to common objections Blockers might raise, like third-party validations, performance benchmarks, or customer testimonials that directly counter their worries.

Conclusion

By identifying who sits on your target account’s buying committee and what role they play in the process, you can systematically address each role's needs and concerns at the right time and with the most effective tactics. This approach is at the heart of an impactful ABM campaign, as your team can recognise, acknowledge, and address each individual's unique priorities and concerns in a way that is memorable and sets your brand apart.