How do you think B2B marketers should balance focusing on end users vs. prospective buyers in their marketing?

Keeping this short and sweet - it should align with your company's (or at least your marketing team's) goals. If the focus is to prevent churn, increase CSAT, and upsell to existing accounts >> your work should lean towards end users. You can do this via - enabling your Customer Success teams on product updates and roadmap creating best practices type of content create "value of your product" type of content for execs who may need validation to continue renewing your product enabling your ...Read More

It all depends on priorities and business goals. User will be key in: working with product on features and how to communicate value, from launch to adoption product adoption: understand and drive adoption at the user level On acquisition/expansion, if they influence buying decisions, The biggest cost/inefficiency that buyers and CFOs are chasing is tools that have low or no usage, so end-user usage and endorsement can be key to driving acquisition, retention and expansion Buyer will be key: when ...Read More

It really depends on the focus of your department and organization at the time. I think it's okay to have a primary focus on end-users/current customers if your current goal is solving churn, upsell, customer satisfaction, or adoption rate issues. Keep in mind that it costs more to gain a new customer than to keep an existing one.Ultimately, think of them as two different audiences and start a content map to see what content you have for each audience at the different stages. Then, when building ...Read More

SMB Markets: Often, the end users and those making the purchase decisions are the same individuals, which simplifies the marketing approach. Enterprise Markets: In contrast, the enterprise presents a more intricate scenario. Purchase decisions are typically orchestrated by leadership teams, often seated at the VP or C-levels. While Directors and above may have influence—even if they don't control the budget—the focus of marketing efforts are best served for prospective buyers. In parallel, produ ...Read More