Key user roles in B2B products and how they impact B2B product strategies
While B2C consumer products have consistent users, B2B items contain a complex mix of roles for their users. Here, I try to analyze B2B product users from a business sales perspective.
Organizations are the main focus of B2B product sales, involving greater costs and large orders. The buying process becomes more complicated and more expensive. Organizational hierarchies can be broken down into three primary roles: "decision-makers," "influencers," and "users."
Users refer to internal staff members who use tools to better manage their daily responsibilities. For example, workers relying on an attendance system to input their working hours are regarded as users of that tool.
Influencers usually are department heads or administrators who set norms and processes to facilitate smooth running of the business. They hold an important position for rolling out and overseeing the operation inside the company.
Decision-makers refer to leaders in companies who usually determine the involvement in or subscription to a product. Based on cost and anticipated productivity improvements, the CEO might settle on communication solutions such as Slack or Microsoft Teams. Users, influencers, and decision-makers collaborate to form the conclusion surrounding the purchase of a product.
This decision-making process revolves around two main issues: Individuals must decide if they will buy or subscribe, as well as if they should renew their services. The main goal of product creation is to boost sales, while designers must incorporate this during their design work. Knowing the roles and views of users is important.
The initial subscription or buy-in process requires a company to make an initial investment in a product. Decision-makers sometimes independently decide to invest in a product according to their goals. This is likely to promote smoother adoption and improved results. If influencers showcase critical problems and suggested remedies, the effectiveness of the product depends on how well decision-makers grasp its importance. Implementation may encounter difficulties even with a product that merits support from decision-makers who fail to endorse the buy.
Businesses examine if the product satisfying their needs holds up post-investment. In this phase of the process, decision-makers take a back seat, and attention turns to the experiences of both users and influencers. The effectiveness and use rate of the product are frequently evaluated by them. Success in user experience and proper implementation are essential for deciding on renewal.
To design a product that aligns with these roles, it is essential to understand their concerns:
Decision-makers emphasize revenue increase along with cost savings and increased efficiency. They assess the worth of the product regularly to decide whether to continue the subscription or renew the contract.
Influencers take charge of the implementation process and have specific requirements while affecting user acceptance. They focus on growth in revenue along with effectiveness and budget management while paying attention to practical details.
Users focus mainly on how well the product meets their needs and how efficiently it solves their issues. They often accept the product based on its capacity to meet their individual requirements.
Conclusion
Identifying different roles and interests of decision-makers, influencers, and users is necessary for building profitable B2B products. Every role has varied importance for both the buying and renewing procedures that enhance the product's success and adoptability throughout. Customizing your product to address the requirements of each role will improve its value and promote easier implementation and long-term business achievement. Taking these user perspectives into account will both boost the first sale and ensure the sustainability of your product.
