Customer Journey: How to understand the buying centers of your B2B customers

[Shishirgano9]

A purchasing decision in companies is usually influenced by several players. Analyzing and understanding this group of decision-makers and their customer journey is an important task in B2B marketing. This is the only way to ensure that your content appeals to everyone involved in the purchasing process. We have summarized how to do this for you in this article.


Address many perspectives: In order to communicate in a targeted manner, each customer journey must clearly define who exactly the content is aimed at. In the B2B area, this affects not only individual people, but entire groups of decision-makers. These groups are called buying centers (also buyer centers) or decision-making units (DMU).

Purchasing staff, production staff and management truemoney database decision makers can be involved in the purchasing decision process.

B2B Buying Center: What characteristics do purchasing decisions in companies have?
Services play an important role, especially when it comes to complex services or high investment volumes. They are responsible for a certain long-term nature of business relationships, often over the entire lifespan of the product. Personal contacts are created in a long-term, interactive process that is important for the success of the business relationship.
Products or services in the B2B sector are highly individualized . B2B customers demand products that are individually tailored to their own specific needs.


In addition to the provider of a product or service and the buyer, other organizations are involved in the procurement process. This is called multi-organizationality .
Purchasing decisions in organizations are regulated by written procedural guidelines . Such guidelines specify, for example, how many alternative offers must be obtained from different suppliers, which criteria should be used to compare and evaluate alternative offers, or which people in the company can agree to the purchase.
Convince an entire network of your services and products
All those people involved in a procurement process form the buying center. In order to understand the dynamics of a buying center, the following questions are important: