When done right, you can actually collaborate with your Engineering contact on your relationship building efforts. Consider arming them with the tools– and words – to strengthen their recommendation and help communicate your offering further and wider in the organization.
Here are two best practices to consider:
1. Persona-based content
Develop content for each stakeholder that specifically discusses their challenges and how your solution can help address them (e.g., “5 things every CFO needs to know about offering X” or “How offering X can minimize risk for CFOs”). Offer these content assets to your Engineering contact to share within their organization.
Identify relevant stakeholders and develop target customer personas for each. A customer persona is a snapshot of a target audience based on common traits that are validated by data.
Going through this exercise will help you determine the right messaging and the most appropriate deliverable for each one. For optimal results, it’s best to customize and personalize content to where a person falls in their respective buying journeys. Then execute.
2. Peer-to-peer stakeholder contact
As part of your sales process, develop and communicate a step that includes connecting your stakeholders with the prospect’s stakeholders. For example, after an identified level of interest has been shown by the primary target persona, take an additional step that connects your CFO to the prospect’s CFO; peer to peer.
Position it as part of the overall education process to ensure fit. “Can I arrange a call between our respective CFOs? I’m sure there are some cost-benefit questions your CFO has that ours can answer for them. Over the years we’ve found that involving other functions in the education process of what our offering provides – including from a total cost of ownership perspective – may help identify fit and overcome potential obstacles.”
As a side benefit to this strategy, note that 44 percent of B2B buyers switched sellers in the past 12 months (Accenture). By tactfully developing relationships with other stakeholders, you have the opportunity to better demonstrate the value you’re providing to the customer. In turn, you’re reducing the risk of the customer looking for a different supplier.