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  • Writer's pictureJason Gladu

Understanding B2B Buyer Behavior: Insights from the Bain & Co. and Google Survey

In a recent sweeping survey, Bain & Co. and Google studied 1,208 US individuals involved in B2B buying, unearthing key insights that help shed light on the complex shell of buyer behavior. Here's an in-depth look at the findings and the critical takeaways that B2B marketers should consider.


The B2B Buyer's Journey: Key Findings

  1. Buyer Shortlist: Surprisingly, 80%-90% of buyers have a vendor shortlist before research begins, and 90% will ultimately choose a vendor from this list.

  2. Past Experience: A vendor's past relationship with a buyer significantly affects their decision. A positive past experience correlates with potential future purchases.

  3. Recommendations: Colleagues' recommendations play an essential role. The final decision often mirrors these initial suggestions.

  4. Digital Presence: An attractive and informative website attracts buyers, but a robust digital presence also includes industry publications, influencers, and review websites.

  5. Demos and Trials: A substantial 72% of respondents were influenced by vendors that outperformed during demos and trials.

  6. Decision Influencers: B2B purchases usually involve an internal committee, and each member has a distinct role in decision-making.

Strategies for Success: Recommendations for B2B Marketers

Based on these crucial insights, here's a game plan for B2B marketers to maximize success.


1️⃣ Get on the Pre-Qualified Shortlist

How to Achieve This: Proactive outreach, thought leadership, and brand awareness are essential.

Why It Matters: Since most buyers already have a shortlist, being on it is half the battle. Create compelling content that establishes you as a thought leader and engage with potential clients early.


2️⃣ Leverage Past Relationships

How to Achieve This: Maintain exceptional customer service and capitalize on positive past experiences.

Why It Matters: Previous encounters carry significant weight. Encourage satisfied clients to share their positive experiences and highlight these testimonials in your marketing.


3️⃣ Encourage Testimonials and Referrals

How to Achieve This: Cultivate a community of satisfied customers who will vouch for your services.

Why It Matters: Word-of-mouth still carries tremendous influence. Utilize platforms like LinkedIn to encourage satisfied clients to share their experiences.


4️⃣ Optimize Your Digital Presence

How to Achieve This: Refresh your content regularly and ensure that your digital footprint includes industry publications, influencers, and review websites.

Why It Matters: A strong digital presence extends beyond your website. Leverage social media, influencer collaborations, and industry publications to reach a wider audience.


5️⃣ Invest in High-Quality Demos and Trials

How to Achieve This: Focus on providing personalized and engaging demos that showcase your product's value.

Why It Matters: Since 72% of respondents were swayed by demos, this is a vital step in converting potential clients. Tailor your presentations to address the unique needs and concerns of each prospect.


6️⃣ Engage with Decision Influencers

How to Achieve This: Identify all the decision-makers within an organization and tailor your marketing to engage each one.

Why It Matters: B2B purchases involve multiple decision influencers. Understanding and addressing each of their concerns creates a cohesive and compelling narrative that resonates with the entire buying committee.



The insights from the Bain & Co. and Google survey offer a rich panorama of the B2B buying landscape. By embracing these findings, marketers can craft more effective strategies that resonate with buyers at every stage of their journey.


At Avani Media, we specialize in tailoring marketing strategies that align with these key insights. From positioning your brand on pre-qualified shortlists to crafting engaging programs and optimizing your digital presence in market, our expertise can guide your success in the evolving B2B marketplace. Feel free to contact us to learn how we can help you navigate the complex world of B2B buyer behavior.

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