How Much Do B2B Buyers Really Shop Around?

To find out, Bain & Company surveyed over 1,200 people at US companies who help procure hardware, software, logistics, equipment, cloud services, marketing, etc.

Turns out, 80-90% of them already have a clear set of brands in mind before they even start shopping.

And 90% of them pick a brand from that initial consideration set. (That’s like 70-80% of all B2B buyers.) Yowza!

We always talk about how long B2B sales processes can be.

But people build these consideration sets in their minds over YEARS. Looong before they’re in-market to buy.


Key lessons for you:

1. Even B2B buyers like to go with brands they’re already familiar with.

2. You need to get your brand into their heads waaay before they start shopping.

3. So you’d better be doing long-term, familiarity-building, _well-branded_ top-of-funnel / not-in-funnel marketing.

And if you’re addicted to short-term, easy-to-measure KPIs, well, #sorrynotsorry.

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