B2B buying isn’t a funnel. It’s a fight in the boardroom. You’re not convincing one person; you’re dealing with legal, procurement, IT, and someone who got burned by a vendor three years ago. Half the decision makers won’t click your ad, fill your form, or watch your video. But they will kill the deal quietly behind the scenes if your brand doesn’t feel known, trusted, and solid.
What You’ll Discover
- Why traditional attribution is broken: brand gets credit for awareness, sales gets credit for closing, and everything in between (the moments that actually win deals) gets ignored
- The hidden buyer problem: the people who influence decisions aren’t in your CRM, but they’re in the room when the contract gets signed
- What late-stage buyers really care about: 40% pick vendors they’ve worked with before, 25% choose based on recommendations, only 8% switch for a better product, 8% for price; proof, relatability, and validation win, not promises or features
- Why buyability matters more than demand gen: it’s not about throwing leads to sales; it’s about making the entire buying committee feel confident enough to say yes
- How to build buyability in practice: share customer successes, build case studies fast, tell relatable stories, push for attribution models that recognize brand’s role in trust and risk mitigation long before the deal closes
What This Strategy Does
- Shifts focus from vanity metrics (clicks, impressions) to what actually wins enterprise deals: trust, proof, and repeatability
- Makes your brand the safe, familiar, recommended choice before buyers even create a shortlist
- Builds confidence and reduces risk for the hidden stakeholders who never fill out your forms but control the final decision
- Turns brand into a revenue driver, not just a top-of-funnel filler
- Helps leadership (CMO, CEO, CFO) understand that brand isn’t a marketing fix; it’s a strategic advantage that makes buyers say yes
