What is the BANT?

Generating leads is the lifeblood of every business, but how do you know if a consumer is ready to buy? Marketing gives us a method that of BANT. The BANT is a 4-step method for qualifying and scoring a potential client. The acronym BANT stands for Budget, Authority, Need, and Timing. Widely used by B2B marketers, it is increasingly being placed in B2C. Indeed, the emergence of merchant websites has pushed B2C marketers to apply this method. As far as BANT and B2B are concerned, this association is essential. The vast majority of Angola Email List B2B companies do not have a point of sale. It is therefore essential to know the temperature and to measure whether a customer would proceed to an act of purchase.

BANT has today become one of the most important actions in B2B marketing. Let’s see together what is BANT and its use in your marketing strategy? BANT, in a nutshell, BANT is based on 4 variables in order to assess whether your lead is ready to take the act of buying. These four variables are interdependent and if one of them does not respond positively then the lead is not yet ready. Let’s see together the 4 stages of BANT:

The budget: An essential question for the end-user

The question of the price must fall within the allocated budget of your client. Whether in B2B or B2C, the customer has a ceiling price that he cannot exceed. If this is too high for him then he will try to negotiate or will not go through with the act of buying. Above all, it allows you to measure the customer’s ability to afford the product or service you are offering.

Authority: A bit harder to distinguish because it is about knowing the person who validates the purchases. Often in a business wishing to make a purchase, the person making the first contact (form or call) is not the buyer. The objective of the authority is to classify the different interlocutors while finding the interlocutor who can make the purchasing decision. This action is carried out by contact with the first person you will have contacted. You will need to learn about the hierarchical and decision-making system of your interlocutor to offer them a personalized customer experience.

The need: In order to offer a personalized customer experience

You must determine the real needs of your lead. This goes through a phase of information and making contact. Determining the need will tell if your lead is relevant or not. Time: Any purchasing action involves a question of time. Whether for a product or a service, it can be measured. The objective is to have reasonable and feasible deadlines for both parties to be satisfied with this collaboration. BANT in the era of marketing automation. Who says digital transition says automation of data and marketing actions. It is therefore important to practice your BANT digitally. We could see that the four stages of BANT lead to a qualification. And who says qualification says rating. In marketing language, scoring is called scoring.

The issue of scoring can be done through marketing automation. By having a tool capable of distinguishing who the hot leads are from others, you will be able to make sales more quickly and thus have a better ROI. Automating your BANT actions must include all of your criteria to know the lead is ready to buy. By responding quickly to those who are “hot”, your conversion rate will multiply by 10. In addition, with scoring and automation, you will be able to offer personalized service. Marketing automation, CRM, and scoring are tools that offer you an optimum BANT approach.

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