The Workers: Rank and File Employees
Generally, rank and file employees are not decision-makers for B2B products and services. Yet, there are circumstances where they can be very strong influencers. Businesses do buy consumer products -- everything from soap to smart phones. Often, these workers are the end users and will voice strong opinions to management decision-makers. Marketing to the employees of large employers can be an effective influence strategy. This marketing may also take the form of a hybrid B2B/B2C implementation.
The Department Gate Keeper
The Procurement Professional
The Decision Maker
B2B buying decisions in corporations are like a dangling chain: they are subject to breakage at the least supportive link. Marketing can help your case with every link. Consider a B2B scenario where you have a great service and price, and a great sales pitch. Your sales team is working successfully with two chain links: gate keepers and procurement. Neither had heard of your company until the sales person introduced everyone. No marketing, but a great job by sales so far.