Guiding Buyers to Success

JUSTINE MURPHY, SENIOR EDITOR, justine.murphy@photonics.com

It’s no secret that the complexity of B2B decisions can be overwhelming. Buyers must sort through massive amounts of information and data, and a plethora of purchase options. It can be confusing. But there are things to consider while working to make the process easier and more beneficial.

First, it’s critical to understand what the B2B buyers’ needs are, according to the American Marketing Association, and also how decisions are being made based on those needs.

Determine the buyers’ level of knowledge about a product or service. Understanding what the customers know will help you understand how to guide them toward the best decisions. Based on that, dive into your own information search and consider all possible options and alternatives. Presenting only the most relevant information can simplify the entire B2B buying process.

It can also be beneficial to take advantage of sales and marketing services such as those offered by Photonics Media. The company is now partnering with B2B sellers and suppliers to reach the best buyer prospect pools, including with key decision-makers at various organizations worldwide — among them are 3M, BAE Systems, Johns Hopkins University, Mayo Clinic, Lawrence Livermore National Laboratory, MIT, NASA, NIST, Sandia National Labs, Thermo Fisher Scientific, Fraunhofer, and the University of California. And with such wide reach, partnering with Photonics Media gets your message to multiple decision-makers industrywide at one time.

Visit www.photonics.com/mediakit to learn how such a partnership can benefit your company.