Buyers
How B2B buyers actually decide.
The short answer
B2B buyers decide in groups, in response to events, and with a champion who can leave. These plays cover who sits on the buying committee, which account changes make outreach relevant, how much research is worth doing and how to build an ideal customer profile.
Updated
6 plays
Start here
Guides 6
How-to plays, in order.
- GuideHow many people are in a B2B buying committee?Reach two or three roles per account, not one. Gartner puts buying groups at 5 to 16 people and Forrester at 13 on average. What that means for outreach.
- GuideSales trigger events: the account changes that make outreach relevantA trigger event is a change at an account that gives you a reason to reach out now. Six types, free ways to spot them, and an opener for each.
- GuideHow much time should you spend researching a prospect before you reach out?Spend about 3 minutes on most prospects and 15 on your best accounts. A time-boxed checklist, the monthly hours it costs, and when to skip research.
- GuideWhat should you do when your champion leaves the company?Re-map the account within a week, reach the people already involved, and follow your champion to their new company. A step plan and how likely it is.
- GuideHow do you read a job posting as a sales signal?Read a job posting for its tools, open seats, new function and reporting line, map the pattern to a need and write the opener. Table, example, AI prompt.
- GuideHow to Build an Ideal Customer Profile That Actually Finds BuyersIndustry and headcount are a filter, not an ICP. Build one from closed-won deals: firmographics, pain, triggers, buying power, disqualifiers.
More topics
The newsletter
Get the next play in your inbox.
The play and the math behind it.
No spam. Unsubscribe anytime. Privacy policy.