Your B2B buyer’s network is driving organizations to reimagine their messaging. Gone are the days when targeting a single decision-maker with a one-size-fits-all message would suffice. Even the days of building messaging for the buying group alone are now numbered. Welcome to the era of the buying network — a complex web of external influencers, customers, partners, providers (that’s us!), and even buyer AI such as ChatGPT, all of which are engaging with our buyers in the buying process. This new era is characterized by:

  • Buyers who have grown up using technology and are accustomed to self-service interactions and options.
  • Increasingly large internal buying groups that contribute to buying complexity.
  • Growing reliance on external influencers for third-party insights and validation.
  • Unparalleled adoption and dependence on generative AI for support throughout the entire purchasing process.

Connected Messaging Provides The Link Between Audiences

As marketers, we must rethink our approach to building and deploying messaging. We’re dealing with participants that demand a lot of insight from us, and we can’t just shout into the void hoping that our message sticks. Instead, messaging in the era of the buying network requires a more thoughtful approach, one that prioritizes building connected messaging that engages not only our buyers but all of the stakeholders and AI tools that they are increasingly turning to in order to help them buy better. This ensures that our message is not only heard but resonates everywhere.

Navigate The New Frontier By Building Messaging That Resonates Across Audiences

But how do we achieve this? It’s not just about crafting a great message; it’s about understanding the dynamics of the buying network and how each participant interacts with and influences the buying process. Here are five pointers to get you started:

  1. Know your audience (all of them). Dive deep into identifying and mapping your buyer’s buying network. Who are they? What motivates them? How do they prefer to receive information? The better you understand each participant, the more tailored and effective your messaging will be.
  2. Consistency is key. Your message needs to be consistent across all touchpoints and channels. This doesn’t mean being repetitive or boring; it means ensuring that the core message is clear, whether it’s being communicated through an email, a blog post, or even an AI chatbot.
  3. Leverage technology. Your buyers are using it, and so should you! Technology, and especially AI, is your ally in the quest for connected messaging. Use analytics to gain insights into how messages are received and shared within the buying network. While nascent, AI may eventually help personalize the message at scale, ensuring relevance for every member of the network.
  4. Foster collaboration. Encourage and facilitate dialogue within the buying network. When influencers, customers, and partners talk to each other, they reinforce your message and add their unique perspectives, making the narrative around your product or service even more compelling.
  5. Be human. Last but certainly not least, remember that at the heart of every B2B transaction, there are people. Your messaging should not only be clear and concise but also authentic. Buyers are looking for trust and relationships, so show empathy, understand their frustrations and challenges, and offer solutions that resonate on a human level.

Leverage The Buying Network To Deliver Your Message

The rise of the buying network represents both a challenge but, more importantly, an opportunity for B2B marketers. It’s a call to elevate our game by being more thoughtful, strategic, and connected in our messaging. By doing so, we can engage more deeply with our audiences, build lasting relationships, and ultimately drive higher buyer satisfaction.

Remember, in the end, it’s not about shouting louder than everyone else; it’s about understanding and speaking directly to the needs and wants of our buyers by engaging with the buying network in a language that resonates with every member of it.

Schedule a guidance session to learn more about how you can build messaging for the buying network and tell me more about how you’re planning to approach this new paradigm.