What’s on the B2B Buying poster
A 6-row table: Role · Cares about.
Roles in the buying centre.
- Initiator — The problem being solved
- User — Whether it works day to day
- Influencer — Technical fit and standards
- Decider — Outcome and total cost
- Buyer — Terms, price and process
- Gatekeeper — Who gets access at all
The user and the decider are rarely the same person. A message that persuades one often fails to reach the other.
Questions about the B2B Buying poster
- What’s on the B2B Buying poster?
- A 6-row table: Role · Cares about. Roles in the buying centre. Initiator — The problem being solved; User — Whether it works day to day; Influencer — Technical fit and standards; Decider — Outcome and total cost; Buyer — Terms, price and process; Gatekeeper — Who gets access at all. The user and the decider are rarely the same person. A message that persuades one often fails to reach the other.
- Who is the B2B Buying poster for?
- B2B Buying belongs to the Marketing section rather than to a school year, because business is not something one grade owns. Anyone learning consumer behaviour can pin it up — a beginner, a student mid-course, or someone revising years later.
- When should you use the B2B Buying poster?
- Several people decide, each with different criteria and different risk. A wall chart earns its place by being glanceable from where the work is happening, so B2B Buying belongs on the wall where that business work actually happens, within glancing distance, rather than filed away.
- What other posters go with B2B Buying?
- High & Low Involvement, The Buyer Decision Process and Consumer Attitudes sit alongside B2B Buying in the Marketing section. Printed together they make a wall rather than a single sheet, which is how a reference set actually gets used.High & Low InvolvementThe Buyer Decision ProcessConsumer Attitudes
- Is the B2B Buying poster free to download and print?
- Yes. B2B Buying downloads as a free PDF with no account, no email and no watermark, like everything else in the Marketing section. Print as many copies as you like for a home, a classroom, a library or a tutoring group; reselling the file is the only thing the licence rules out.Read the licence
- What size does the B2B Buying poster print at?
- B2B Buying is a vector PDF laid out for US Letter, and prints on A4 with Fit to page — the same file, no separate download. Because every mark on it is drawn rather than photographed, it stays sharp enlarged to A3, A2 or A1 at a copy shop. Colour carries emphasis only, so a greyscale print of B2B Buying loses nothing.Printing guide
Related posters
Charts that sit alongside B2B Buying on the same wall.
Browse every Marketing poster, or start from the full catalogue.