How to understand the nuances of business-to-business Web content audiences

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Who's your audience? They have a problem? Unless you understand what makes them interested, and by fully understanding their concerns and goals, you cannot provide relevant, valuable content.

This is an easy question for most organizations, but business-to-business companies often find it hard to figure this out. The problem is that many business-to-business companies describe their potential customers very roughly, so they can't accurately describe exactly who the company wants to interact with. Although you may think that it is enough to focus on these things by someone with a head street and a job, this is not the case. Here are two examples of why this approach is flawed.

Table 1 In other words: You cannot assume that people with similar head streets are approaching the buying process in the same way.

Source: Forrerter, "for business-to-business Teah compainies,demographics Shape Adoptian," whose 2010

Table 2 CIO (Chief Information Officer) prototypes and concerns

Source: "State of the CIO 2009," Cio,january 2009.

You may be interested in thinking about who is responsible for developing your enterprise applications, with application developers and Enterprise architects, and so on. However, by erecting application developers with a corresponding two types, you can't understand the best way to get close to the two different people. After all, they consulted resources in different ways during their decision-making process.

Here's another example. Many organizations tend to believe that all CIOs create the same content. But the results from the "2009CIO status" research report from the CIO magazine do not agree. The report concludes three CIO prototypes, none of which have different focus and goals (common table 2). If you assume that all CIOs are the same, you will create content that is irrelevant to all of them.

To practice your potential clients, you need to know who they are, including what they focus on, what interests them, and what the best way to practice with them. You can do this by creating a buyer role, an ideal customer summary, based on your knowledge of current and potential customers. Although you do not need to create a buyer's role for each individual person you intend to promote, you should create a buyer role for all trace tasks involved in the purchase process. For example, create roles for individuals who use your product or service, those who will execute or manage it, and those who will issue checks.

For each person in a different position, it is possible to know more about how that person will make a purchase decision. What is the responsibility of this person during the purchase process? At each stage of the purchase process, what problems does this person have to solve? Here are some other questions that you should try to answer:

• What problems at work have made this person sleepless at night?

• What prompted the buyer to take action?

• What channels does this person need information and everyone's news?

• How does the potential customer make a purchase decision?

• What kind of organization does he or she belong to, or what activities does he or she participate in?

• Does the buyer seek advice from colleagues, peers and/or third parties that do not produce prejudice?

• How does this person deal with today's problems?

• What special words or phrases does he/she use to describe the problem he or she is facing?

• What factors may prevent such buyers from choosing your company or product?

• What is the potential customer's preference for content throughout the buying cycle?

To collect this information, look up your customer database, consult with the people who work with them in the company, poll and investigate your customer base, and chat online with Twitter, blogs, social networking sites, private discussion groups or other social groups. You can use the results of industry research to supplement this data, and those results will show you the general trends in specific industries.

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