Metric Monday: How much influence do sellers have on the purchase requirements of B2B buyers?

saraboostani

Hey all,

Its been a couple weeks since we've had a Metric Monday due to the holidays. But we're back and today's metric is 🔥

As sellers, how much influence do we have on the purchase requirements of B2B buyers? Discussed in our 2023 Buyer Experience Report, a striking 78% of buyers revealed they've completely or largely defined their purchase requirements before approaching sellers. This reality leaves little room for altering their preferences. Combined with the fact that the initial vendor contacted wins the deal 84% of the time, it's evident that buyers conduct most of their buying journey prior to engaging directly with providers. When the moment comes, it happens on their terms, with requirements set and favorites already chosen.

@Kerry

Brandon McBride

I read something interesting on LinkedIn recently that got me thinking about this. Since key decisions are often made before sellers enter the picture, the responsibility for influencing deals primarily rests with marketing. The most effective approach is to treat your marketing efforts as "buyer enablement" in the same way we have "sales enablement" teams.

saraboostani

yes!!! @Brandon McBride