Business to Business

In the business market, most purchase decisions require the input of many (many!) people. Most business buying involves one or more of the following folks, each with their own needs and agendas:

• Buyer – responsible for dealing with suppliers and placing orders (purchasing agent, bean counter, wielder of checkbook)
  
• Decider – has the power to make the final purchase decision (CEO, CIO, CTO, CMO, COO, CFO and other really important-type people)
  
• Influencer – has the ability to affect the purchase decision (engineers, IT staff, researchers, product managers)
  
• User – those who will actually use the product (office staff, the worker bees, those who make things happen)
  
• Initiator – whoever is the first to determine that a need exists (this can be anyone within a company)
  
• Gatekeeper – anyone who controls access to the buyer, decider, influencer, user and initiator (administrative assistant, the real VIP)

Hothead Studios knows that it is critical to understand how, why, when and where businesses make purchase decisions. Our years of experience allow us to create successful business-to-business marketing campaigns, collateral systems, sales incentives and websites for our B2B clients. To see our work, just click on the case studies to the left.