b2b-buying-processlisted

# B2B Buying Process ## Overview This skill covers how B2B buyers actually research, evaluate, and decide — and how marketers should adapt their messaging, content, channel strategy, and sales enablement accordingly. All practices are sourced exclusively from Exit Five podcast guests across 28 contributing episodes. Do not supplement with general marketing knowledge not represented here. --- ## The Shape of the B2B Buying Landscape **Recognize the structural realities of B2B buying before designing any campaign or messaging.** - At any given time, only 5% of B2B buyers are actively in-market. The other 95% are not yet evaluating solutions. Design your marketing to serve both populations differently: demand capture for the 5%, brand building and awareness for the 95%. (Source: Davang Shah, Episode #338; Adam Goyette, Episode #164) - When the 95% eventually enter the market — often triggered by a business event, new hire, budget approval, regulatory change, or competitor switch — they will default to vendors they already recognize and trust. This is why sustained brand investment pays off even when direct response metrics appear flat. (Source: Davang Shah, Episode #338; Dave Steer, Episode #324) - Identify the specific triggers that move buyers from out-of-market to in-market for your category. Create targeted content for each trigger point that helps prospects recognize they have a problem and enter your category. This shifts content strategy from reactive (answering in