Imagine your top prospect is about to switch vendors. Is your company the first they consider?
A 2022 study from Bain & Co. and Google shows that, out of 1,200 B2B tech buyers, 90% of buyers choose vendors from their Day 1 list—that important list of the companies they already have in mind before conducting any research on other potential vendors. But, Forrester notes, we’re in the buying group era, where more companies rely on buying committees who collectively come to a decision but largely do their own independent research. You’ll need to convince a wide range of stakeholders: those using the product, those signing off on the budget, and those who could tangentially benefit from your product.
