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!