You’ve built a campaign around your ideal buyer. The messaging is sharp, the targeting is precise, and your champion is engaged. But when it’s time to make the purchase, momentum stalls.
Why? Because in B2B, your buyer is rarely making the decision alone. Finance weighs in. IT has concerns. Procurement wants terms adjusted. Operations asks about adoption. Suddenly, your carefully crafted campaign is speaking to just one voice in a room full of decision-makers.
The Challenge
Too often, marketing builds personas around a single decision-maker and stops there. But real B2B decisions happen in buying centers: groups of influencers, users, and approvers who all shape the outcome.
When campaigns speak only to one person, they create blind spots. You may win over a champion but lose credibility with others whose priorities aren’t addressed. That disconnect can slow the deal, weaken trust, or push prospects toward a competitor who speaks to the entire table.
Here’s a Smarter Next Step
Here’s a smarter next step: stop marketing to a single persona and start mapping the full buying center.
Identify the roles involved in your buyer’s journey: who influences the decision, who approves it, and who uses the product day to day. Then design content streams that address their different needs: ROI for finance, usability for operations, integration for IT.
This doesn’t mean creating endless variations of content. It means making sure the voices at the table see themselves reflected in the story you’re telling.
Reflection
So here’s my question for you: Are you still marketing to one persona, or are you truly engaging the buying center?
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