B2B businesses is about understanding the buyer, and the user in a business. They are often different people, and your journey to understand them will fuel your sales and your performance. Similar to B2C, the goal is to get to growth.

The buyer is your customer, they make the decision to purchase the software. They often care less for designs, bells and whistles and have a goal that they need to report to their bosses periodically. Often it’s about cost reduction, when selling productivity, or higher sales in the case of sales drivers software. Companies in the later section tend to have a faster growth path. Understanding the buyer persona is critical to target your advertising. The first few customers who helps you shape the product can receive a hefty discount, some stock or become an advisor in your company.

The user is working for the buyer but isn’t on the decision making team. Making their life as easy as possible is key to scaling a B2B business. They will tell their boss it’s actually helpful, and can refer you when they switch companies. It’s often easy to get stuck only working for them, but the buyer should come first.

We have built SaaS platforms, with backlinks strategy, first to market speed, marketplaces effect, and more. If you are building a b2b software as a service, reach out to julian@buildtestrepeat.com