Overview

Understanding how and why buyers make decisions is the heart of marketing. This topic compares the individual decision process of consumers with the multi‑person buying centers that typify business‑to‑business (B2B) markets.

Key Concepts

• Consumer Decision Process: Need recognition → Information search → Evaluation of alternatives → Purchase → Post‑purchase behavior.
• Influences on Consumers: Cultural, social (reference groups, family), personal (age, lifestyle), psychological (perception, motivation, learning).
• B2B Buying Center Roles: Initiator, user, influencer, gatekeeper, buyer, decider.
• B2B Buying Situations: New task, modified rebuy, straight rebuy.
• Derived Demand: B2B demand originates from consumer demand downstream.
• Relationship Marketing: Long‑term partnerships, key‑account management, supplier scorecards.
• Segmentation Differences: Consumers (demographics, psychographics); B2B (industry NAICS, firm size, usage rate, purchasing approach).

Step‑by‑Step Example

Scenario: PeopleFirst, a SaaS vendor, pitches its HR platform to MidTown Bank.

Step 1 — Map Buying Center: Initiator = HR VP, User = HR staff, Influencer = IT security officer, Gatekeeper = executive assistant controlling demos, Buyer = procurement, Decider = COO.

Step 2 — Identify Needs: Compliance reporting, self‑service portal, SOC‑2 security.

Step 3 — Tailor Value Prop: Emphasize audit automation (HR), single sign‑on (IT), 20 % cost saving (COO).

Step 4 — Reduce Risk: Offer pilot program and reference calls to satisfy influencer concerns.

Final Answer: By aligning messages to each role, PeopleFirst increases win probability in the complex B2B buying process.

Quick Tip