How B2B buying decisions are made today
Four things are true of most business purchases. Each one changes what your marketing has to do.
Four things are true of most business purchases. Each one changes what your marketing has to do.
Most of the decision takes shape before the first meeting.
They read your website, look at your LinkedIn and ask people they trust.
By the time you hear from them, an opinion has already started to form.
What it means: your first conversation often happens without you in the room.
Your main contact is rarely the only one. Finance, operations and senior leadership often have a say, and most of them never speak to you.
What it means: your message has to be clear enough that your contact can explain you to the others.
Buyers tend to start with a few names in mind. The ones they already know or have heard about get a head start.
What it means: being remembered before the need arrives matters. Referrals do this inside a network. Marketing extends it to buyers who don't know you yet.
The person who picks you has to defend that choice to colleagues. They put their own judgment on the line.
What it means: a clear scope, a clear process and visible commitments make choosing you easier to justify.
| Who | What they need to see |
|---|---|
| Your main contact | Enough to explain your value to everyone else |
| Finance | A clear scope, and what is and isn't included |
| Operations | How it will work day to day, and what it asks of the team |
| Senior leadership | Why this is a sound choice they can stand behind |
Your website introduces your business.
Your content helps buyers understand it.
Your follow-up gives them a reason to continue the conversation.
These are connected parts of how potential clients evaluate and choose.
Your marketing has to make your value clear long before the first meeting.
Book a 30-minute call with Katleen to discuss your business, your current marketing and whether the Growth Partnership is the right fit.
