2. Building B2B Customer Insight
2.7 Video Lecture: Analyzing the B2B Buying Center
Most business buying decisions involve multiple people. As a B2B marketer or salesperson, to understand how buying decisions get made, you need to be able to analyze buying centers. This 10 minute video will walk through some useful steps to do so.
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Comprehension Questions
- Can you define the buying center?
- Can you identify the three core buying roles in every buying decision?
- Can you explain two good starting hypotheses for which roles in the buying center have more decision authority during the two stages of the active buying process?
- How does the type of buying situation, rebuy, modified rebuy or new task, affect the buying center?
- What are some elements of buying center analysis for new task situations? What is a good starting point?
Application Questions
- Given a description of a B2B buying decision and the members of a buying center, could you build some initial hypotheses about the roles the members might play in that decision and the authority they might play at different stages of the buying journey?