Targeting only one role within your target account DMU could jeopardize your sale.
This is because the decision-making unit (DMU) is at the core of B2B selling. Also called a buying center, it consists of all the participants in a purchase decision.
The DMU comprises 6 archetypes: initiator, influencer, decider, buyer, user and coordinator. While many companies get fixated on senior decision makers, there are many untapped opportunities among other more accessible stakeholders.
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Key B2B Decision Maker Insights
68% of B2B customers prefer to research independently online (Forrester)
72% of B2B customers expect vendors to offer personalized engagement (Salesforce)
Buyers tend to carry out 67% of their buying journey digitally (SiriusDecisions)
Businesses with aligned sales and marketing functions grow their revenues 24% faster than their peers (LinkedIn)
70% of survey respondents said timeliness of a vendor’s response was one of the reasons they selected a winning vendor (Demand Gen Report)
62% say they can now develop selection criteria or finalize a vendor list — based solely on digital content (Forrester)
For more tips, best practices and actionable advice, why not download An Advanced Guide to B2B Segmentation.