- Primary prospect’s job responsibility
- Company name, size, type, business segment, and location (these elements are sometimes called “firmographics”)
- Primary Buyer vs. Buying Influencers (In the business market, buying influencers can be very important in making the final purchasing decision. Influencers could include the primary buyer’s manager, direct reports, colleagues in the same department or division, colleagues in different departments or divisions, corporate purchasing managers, and so on.)
- Company’s purchasing cycle (Again, this is a key factor in the business market. Many companies operate on budgets which permit them to buy certain items only at certain times of the year. Typically, purchasing coincides with a company’s fiscal quarter or fiscal year, but every company may be different, which adds to the complexity of the purchasing decision.)
- If your product is marketed outside the United States, issues related to globalization, such as language, culture, and international trade concerns should be considered; in some cases, regional differences within the United States might also be a consideration.
When you market to businesses, don’t overlook the SOHO market (Small Office Home Office). One of the fastest growing segments of the business market, especially in this economy, is people who start their own businesses and work in a very small office or at home. Depending on the product or service you market, this audience could have potential for you.