Wednesday Wisdom: Never Say Never

saraboostani

Hi everyone,

I'd love to share another deep-dive report we wrote based on our most recent Buyer Experience research.

On Monday I posted about buyers extensive experience evaluating solutions/vendors. What this report explores is just how durable that experience is. Buying groups carry it forward into shortlists, early preferences, and in many cases, a “no” at the end of one evaluation quietly becomes the foundation for a future win.

We break down how often winners have been evaluated before, how shortlists are largely pre-built before journeys begin, and what this means for marketers and sellers who want to influence revenue beyond the current quarter.

We hope you'll read and share :)

In It (Multiple Times) To Win It: Prior Evaluations Precede Most B2B Wins

@Kerry

Kerry

We think this is one of the more important findings we've produced. It's sneaky-important. When you understand that buyers have evaluated you many times in the past, and that they put you on the shortlist (or not) at the very start of the buying journey, suddenly a lot of the rest of what we do stops making sense.
Sorry if that sounds dramatic, but that's what the data (very insistently) say.