Rebekah Carter
B2B buyer behavior has changed – particularly in the tech industry. Companies aren’t just waiting around for organizations to pitch new AI models or cloud platforms to their teams anymore. They’re taking a proactive role in controlling their purchasing journey.
In fact, according to the 6Sense Buyer Experience report, globally, buyers are the people that initiate contact 81% of the time. More often than not, your ideal customer has already done their research, created a shortlist of reputable vendors, identified their pain points, and designated a budget, long before you enter the conversation.
That means most companies are going to have to rethink their strategy. It’s no longer the age of “always be closing” in sales. Instead, we’re entering an era where the most important things you should “always” be are: discoverable, credible, and solution focused.
The Age of the Self-Directed B2B Buyer
B2B buyers no longer trust tech companies to guide the conversation. Most are convinced that every tech company is trying to pitch the same solution to everyone – without actually understanding what each client really needs. Often, they’re right.
That’s why generic emails and sales pitches get ignored, while buyers do the work themselves – moving almost 70% of the way through the purchasing journey before they even ask questions.
When they do ask those questions, they’re directed at the companies they’ve already qualified as category leaders. The 6Sense study mentioned above highlights that in 81% of cases, a buyer has already chosen a “preferred vendor” and created a short list before talking to anyone.
In the UC market, for instance, around 69% of companies instantly prioritize Microsoft – based on our own industry research.
If you’re not on your customer’s short list, your chances of actually getting a deal are slim to none. That’s why you need to make sure you’re visible in the early part of the journey.
Rather than just focusing on trying to close deals, companies need to double-down on those “early funnel” moments – generating awareness and demand with:
- Thought leadership content shared by reputable market figures (like journalists).
- Content that answers early-stage questions, such as “What type of AI assistant do I need?” or “What are the biggest challenges of migrating to the cloud?”
- A presence across every channel, from social media to Slack communities, industry publications, reports, and event panels.
Brand visibility is the new outbound selling, and reputation is the new “rapport building” stage. Unless you’re mastering both, you’re not going to make it onto that coveted shortlist.
From Consideration to Confirmation
Since the majority of B2B buyers (up to 90% in some sectors) have already identified their shortlist well in advance of actually speaking to a company, by the time you actually interact with a customer, you’re not winning the deal – you’re confirming they should be considering you.
84% of buyers say that they end up purchasing a product from a company they’d worked with before – so previous relationships are a big deal. But just because a company worked with you in the past doesn’t mean you’re guaranteed a renewal or upgrade.
Similarly, the lack of a prior relationship doesn’t have to kill a deal.
If you can prove to a buyer that you can meet their requirements better than anyone else – they’ll still consider you – particularly if you have the right reputation.
Remember, 85% of buyers say they’ve mostly defined their requirements before speaking to vendors – so all that’s left to do is compare the finalists.
More often than not, these short lists of “final contenders” are based on market research, and insights from external advisors. Around 72% of companies worldwide now use analysts or consultants to help them find the right companies to work with – so connecting with industry authorities is a great way to give yourself an early-stage lead.
Get your name in front of analysts by working with reputable reporters and engaging with the technology community. Stay aligned with research groups and find out as much as you can about what today’s customers prioritize (Techtelligence can help with that).
Once you’ve boosted your visibility, focus on highlighting what makes your company a good pick. Be transparent about your strengths and limitations (buyers know you’re not perfect). Share genuine case studies and industry reports highlighting measurable wins.
The Evolving B2B Buyer Committee
One of the main things that makes showing tech B2B buyers your solution aligns with their needs so complex these days – is you’re not just convincing one person.
The growing complexity of tech products, from agentic AI to automated systems, and cloud platforms, means business leaders need to bring more decision-makers into the mix.
The average buying committee now consists of 10-11 people. That group can be even bigger for enterprise-level deals. There’s no single executive with the keys to the kingdom anymore. The more expensive and complex the purchase is, the larger the buying group, and the longer the sales cycle.
Standing out becomes about selling to an entire tribe. You need to map the full committee, from champions and influencers to decision makers and gatekeepers, and make sure you understand their individual priorities and pain points.
Then, you need to start building multi-stage relationships through content and connections on multiple channels. This means creating tech spec sheets for IT teams, ROI-evidence case studies for finance professionals, user-onboarding guides for influencers, and more.
Distribute truly valuable content for every member of the buying team across various channels, and forget about focusing on just one stage of the purchasing journey.
Prioritize real, in-depth interactions, with various people. Remember, in APAC, buyers average around 1,300 interactions with vendors before making a decision. They’re far more likely to engage deeply with the vendors they end up choosing.
Combine online content with in-person meetings, office visits, analyst consultations, and even webinars or live events that showcase your solutions as they work behind the scenes.
Be everywhere, be focused, and be impactful.
The Winning Formula for B2B Sellers Today
In an age of “don’t call us, we’ll call you” buyer decisions, the rules are changing. Today’s tech B2B buyer is smart, self-directed, informed, and much further ahead in their journey than you’d think.
They don’t need generic pitches; they need proof that you’re worthy of their consideration. They don’t want cold calls or emails; they want case studies, peer endorsements, and evidence.
The winning formula right now is simple:
- Show Up Early: Don’t wait for a demo request or a market qualified lead. Build visibility from day one through content, community, and credibility.
- Be everywhere: Go beyond the basics. Make sure you’re visible on social media channels, Slack groups, Reddit forums, industry publications and analyst reports.
- Bolster your reputation: Owned media isn’t enough – other, reputable people have to vouch for you. Connect with consultants, journalists, and thought leaders.
- Do your research: Dive deeper into call transcripts and industry reports to identify and understand every member of the buyer committee, and what they need from you.
- Be genuinely useful: Show your commitment to solving genuine problems with real evidence, valuable, informative content, and a focus on thought leadership.
You can’t win the game by being the flashiest company with the loudest ads anymore. You need to be the company that’s always there – throughout the journey your customers are taking themselves – driving them subtly towards the right decision.
Rethink Your Revenue Engine
If your pipeline still depends on sellers constantly finding potential buyers, then you’re already falling behind. Buyers are going to be finding you now – so it’s important to make sure you’re visible, reputable, and always on the ball.
Stop thinking like a seller, and start thinking from your buyer’s perspective. Map their new journey in their shoes, and look at how you can make it better, more informative, and more engaging.
The work starts long before the first meeting. Want to make sure you have the right foundations in place? Reach out to Today Digital, and find out how we can help your customers find you.
