In most companies buying decisions are made by teams of several people. Research by Bob Johnson of IDG Connect and Kim Wallace of Wallace and Washburn shows the critical importance of being a preferred vendor before the team’s very first meeting.
In their research of thousands of buyers they found that 97% had a favorite before the buying team’s first meeting, and so vendors had virtually no chance of making the short list if they weren’t among those pre-favorites.
This underscores the importance of marketing for B2B companies. It is absolutely critical that you are reaching prospects before they start to meet together to narrow their list and, ultimately, make a decision. How are your marketing programs raising awareness of your company’s solutions?
In future posts I’ll talk about some of the other findings of Bob Johnson and Kim Wallace’s research, and what are some of the most important factors when crafting your messages.