When making an organizational purchase, you have two types of personas involved: doers and buyers. Doers are the people who typically first recognize the need for your product. They will be the ones using your product. The question they are asking is “What does this product do?”. Their concern is not just what your product can do for their company, but for themselves personally. They need to know the features and benefits of your product.

The second persona who can be using your website during the B2B purchasing process are the buyers. These are the people who make the purchasing decisions and control the purse strings. They are concerned not only with the cost of your product, but also in eliminating the risk from the purchase. Buyers need to know who your company is, your company size and your financial stability. A buyer needs to know your company is established, dependable and reliable.

And this leads to your on-site content development strategy. Both doers and buyers need to alleviate risk and your website can help allay their concerns. Doers are looking for product information. Think of all the features and benefits your product can offer and if applicable, consider offering a free trial. You can build trust with doers by building your reputation as an industry thought leader through downloadable white papers or webinars. Buyers need to know you are a trustworthy vendor. They will be swayed by company information, references, case studies of success stories and testimonials.

The B2B buying process can be a long one, particularly the riskier and higher the cost of your product. But your website can be a key to removing friction points during this process – if you remember the types of people you need to serve up content to.


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