Metric Monday: Bain & Google Found 90% of B2B Buyers Stick to Their Day One Shortlist

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saraboostani
saraboostani Posts: 318 6senser
in Research Road

Hi all,

Who here is familiar with the Bain and Google stat that shows 80% to 90% of B2B buyers already have a shortlist of vendors in mind before they even begin their research? Plus, 90% of those buyers end up choosing a vendor from that original list.

The 6sense Research team is wrapping up a study that fully supports this finding — we’ll be sharing more details soon.

It’s clear that your buyers aren’t starting from scratch. They already have perceptions of you when they enter the market. So, when it comes to brand and reputation marketing, cutting that budget might not be the best idea 🙂.

@Kerry

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Comments

  • Kerry
    Kerry Posts: 133 6senser

    We are going to be focusing a lot of attention on this topic i the coming months. Think about your marketing and sales communications in light of the finding that the vast majority of prospects already feel like they know you.

  • Jim_Lionhurst
    Jim_Lionhurst Posts: 28 ✭✭✭✭

    The first slide in my upcoming Breakthrough presentation is from this study:

    image.png
  • Brandon McBride
    Brandon McBride Posts: 293 ✭✭✭✭✭✭

    I am digging this article. @Jim_Lionhurst I'm going to check my tracker and make sure at least one of us is attending that. Stats are my drug.

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