It’s important to develop buyer personas to understand what is motivating your key decision makers both emotionally and rationally. Knowing what appeals to audiences helps companies craft specific messages that can turn shoppers into buyers.

There are a number of potential points of influence in the B2B buyer journey, and it’s crucial for marketers to address as many of these points as possible.

Due to an incredible number of technology advancements, marketers can now utilize data like never before to significantly enhance marketing efforts. Data is nearly ubiquitous in business but is particularly poised to support marketers across three stages of customer engagement.

According to Foodservice Equipment & Supplies’ 2014 Operator Purchasing Study, among foodservice operators looking to purchase equipment or food items, 75% conduct their own extensive research prior to making a buying decision.