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Write B2B copy that sells
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Module 1
The B2B Buyer's Journey
1
B2B vs. B2C Copy: Tailoring Your Message
Identify the key differences between B2B and B2C buying decisions and their implications for copy.
2
Understanding the B2B Buying Journey
Map the typical B2B buying process, from problem recognition to vendor selection.
3
Decoding the B2B Buying Committee
Analyze a purchase scenario to identify the roles in a B2B buying committee (e.g., champion, decision-maker, end-user).
4
Uncovering Rational vs. Emotional B2B Buyer Drivers
Analyze real B2B buyer language to distinguish between rational justification and emotional motivation.
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Voice of Customer Research