What is BANTC in lead generation?

What is BANTC in lead generation? B2B marketing

What is BANTC in lead generation?

The marketing term “BANTC” is used for information.

B (Budget): Budget
A (Authority): Authorization
N (Needs): Needs
T (Time frame): Time of year
C (Competitor): Competitor

In lead generation, we emphasize the importance of listening to “BANTC” information. This is because BANTC information is indispensable in determining the prospects that will lead to the closing of a deal.

But is the information acquired through telemarketing sufficient only for “B: Budget,” “A: Authorization,” “N: Needs,” “T: Timing,” and “C: Competition”?

It cannot be said that the information required to determine the prospects for closing a deal is sufficient only to hear “B: Budget,” “A: Authorization,” “N: Needs,” “T: Timing,” and “C: Competitors.

This is because “A: Authorization” may change depending on the proposed product, “B: Budget” and “T: Timing” may change depending on external factors, and “N: Needs” may not necessarily be the needs corresponding to the proposed product.

So, what other information is required besides the “BANTC” information?

Five information tied to BANTC information

In addition to the BANTC information, there is other supplemental information that is necessary to determine the prospects for closing a deal. 

  • Corporate Potential Information 
  • “Target” (department) scope of work information 
  • Target” (person) main business scope information 
  • Information on the department in charge of the field under consideration 
  • Information on issues arising from the field under consideration 

These five items of information must be linked to BANTC information. 

The following is an explanation of the cases in which the 5 items of information are linked to BANTC information and the cases in which they are not. 

If 5 items are not linked to BANTC information 

Company: Retailer A
Department/Role: Information Systems Department/Head of Department
Areas of Consideration: Gathering information to implement an accounting package and security products

Let’s tentatively set up how the BANTC information and the 5 items are linked when judging the above company as a potential project. 

Example 1

Retailer A’s Information System Department makes the final selection when introducing a system, and the general manager is the final selection authority. 

The company is not yet at the stage of receiving product proposals for “accounting packages” and “security products,” but is still gathering information on each company’s products. 

The target C/O date for the “accounting package” is ○○○○ by XXX month. We have not set a target C/O date for security products. 

The budget for the introduction study is scheduled to be allocated for the next fiscal year, and the budget size will be determined based on information on each company’s products. 

Let’s consider this case study from the perspective of Company B, a provider of accounting packages. 

Company B
Company B

Can we assume that the head of the Information Systems Department is the key person to consider implementing the system?

Then, what about another perspective?

Then, what about another perspective?

<strong>Company C</strong> 
Company C 

Our company provides servers. The key person for us is probably the head of the Information Systems Department. 

Can we determine that the key person (A: decision-making authority) for Company B, which provides the accounting package, and Company C, which provides the server, is the head of the Information Systems Department of Retailer A, respectively? 

Furthermore, what about from the perspective of Company D, which provides security products to prevent information leaks? 

<strong>Company D</strong> 
Company D 

Company A, a retailer with a large amount of customer data (1 million records) is a target company for our security products. We need more information on the status of security measures as well as information on key personnel. 

If 5 items are linked to BANTC information 

Now let’s see what would happen if we added the five items to the BANTC information. 
How would the perspective of each company change? 

Example 2

The accounting department oversees drafting (budget application) for an “accounting package” and the network department oversees studying “security measures.

The Information System Department is mainly responsible for the management and operation of servers and other infrastructure.

The Information System Department and the Network Department closely exchange information on security measures and infrastructure management.

The company’s decision to introduce an accounting package was based on the need to “comply with the consumption tax hike law.

However, the accounting department is reluctant to change their familiar system and would prefer to modify the current system.

The reason for considering the introduction of “security products” is that the company wants to consider the introduction of such products before being forced to take action due to the recent rash of information leaks.

Although no timeframe has been set for the implementation, retailer A holds 1 million pieces of customer data, and concerns have been raised within the network department.

Linking the Five item information to the BANTC information shows the following status.

  • Company potential information … 1 million customer data
  • “Target department” (department) scope of work information: Infrastructure management and operation
  • Target” (person) main business scope information: Final selection authority at the time of system implementation
  • Information on the department in charge of the area under consideration: Accounting package (accounting department), security (network department)
  • Information on issues arising from the area under consideration: Accounting package (legal compliance), security (impact of information leakage incident)

By acquiring this much information, you finally have the information you need to make a true proposal.

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Necessity of information other than “BANTC” information to be satisfied 

Company B
Company B

If only the interview example (1) had been used, we would have judged the head of the Information System Department to be the key person. 

However, when the 5 items of information were identified, it seems that we need to approach the person in charge of the accounting department as the key person, who is rather negative about changing the current familiar system and wants to deal with the modification of the current system!

<strong>Company D</strong> 
Company D 

The Information System Department Manager is the key person in the Network Department, which is the main department in charge of security measures and is concerned about the risk of information leaks! 

<strong>Company C</strong> 
Company C 

From our point of view as a server provider, we can judge that the head of the Information System Department is a key person. However, it seems necessary to consider the judgment and trends of the accounting department, as it may depend on the timing of the introduction of the accounting package. 

Thus, if it is possible to determine the state in which the five items of information are linked to the BANTC information, matters that cannot be determined from the BANTC information alone can be determined.

  • Which department?
  • Which product? 
  • Who is the target? 
  • At what timing 
  • at what price range 

The result is a clear picture of what products to propose to which departments, to whom to target, at what timing, and at what price range.

IAD offers a telemarketing service that will listen carefully to BANTC information + five necessary items of information. Please feel free to contact us for more information.

The writer of this article.
Miyuki Saito

Manager, Global Solutions Department

Over 15 years of experience as a marketing manager, product manager, promotion, etc. for various global B2B companies.

Has executed many projects to support foreign companies wishing to start sales activities in Japan to expand their business overseas.

Graduated from the University of California, Berkeley.

Miyuki SaitoFollow
B2B marketing
Miyuki SaitoFollow


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