B2B Research Shows Buyers are Making Decisions Earlier than Ever
Most B2B marketers have long been trained to chase Marketing Qualified Leads (MQLs), run nurture sequences, and wait patiently for a signal of interest. But recent research by Green Hat—and hard evidence from Australian firms—shows that buyers are making decisions long before they ever download your whitepaper or book a call.
In fact, by the time your salesperson gets a bite of interest, the decision may already be mostly made.
A Marketing-Qualified Lead (MQL) is someone who has shown interest in your business—like downloading a resource or filling out a form—and is deemed ready for sales follow-up.
What’s Changing in B2B Buying?
Recent findings from firms like Logicalis, ABB, and the B2B agency Green Hat show that today’s buying process is driven more by brand awareness than traditional lead gen tactics. Here’s the short version:
78% of B2B buying decisions are now started by the buying committee themselves.
The first seller the company buyer contacts wins the business 82% of the time. That means if you’re not top of mind, you’re not even in the race.
Logicalis found that only 21% of their market was aware of them—yet increasing that by just one percentage point had a big impact on revenue.
ABB, the global engineering firm, has stopped using MQLs as a core metric altogether. Instead, they create content for a wider mix of decision-makers and influencers across the committee.
Green Hat’s Managing Director, Stuart Jaffray, says that what really matters is mental availability—being remembered when the buying decision is made. This also agrees with what Al Ries said two+ decades ago in 22 Immutable Laws of Marketing, “It’s better to be first in the mind than first in the marketplace”.
The kicker? Many potential customers couldn’t remember any advertising from competing consulting firms. That means showing up with strong brand messaging, in simple, bold ways, is still a major competitive advantage.
And sometimes it takes someone outside the industry and its jargon to make a more responsive campaign.
What to Do: Focus on Awareness and Nurturing
In a firm that’s well-established, if your strategy is overly focused on clicks, lead forms, and MQLs, you may be missing the point.
Now’s the time for business-to-business companies to:
Invest in brand-building, not only conversion copy. People buy from businesses they’ve heard of, and IMHO, this includes people with a personal brand in that space.
Use distinctive brand assets—like consistent visuals, colours, taglines, or tone of voice—so people remember you. Language matters too.
Get seen more often. An industry guest post, a short video, or a strong opinion on LinkedIn can build familiarity and trust. I remember seeing my uni Professor’s writing in a print magazine, and never forget the strong impression of authority that left. He was the expert… and here I was, learning straight from him.
Even a modest increase in awareness can lead to outsized revenue results. MQLs are seen as less useful now because buying committees often make decisions before a lead ever fills out a form. Companies like ABB and Logicalis are shifting focus away from MQLs toward brand awareness and account engagement, since these influence decisions earlier in the process.
Lara Barnett of Logicalis reminds listeners that in most lead generation, we are all vying for the 5% ready now. So, make it easy to reach the other 95% by prioritising brand awareness and having a proper long-term nurture strategy.
Thomas Barta, of the Marketing Leadership Institute, acknowledges that while the marketing funnel is by no means perfect, it’s the best tool marketers have to get CEOs and CFOs on board.
What You Can Do: Create Content That Matches Their Questions
Buyers often look for answers before they look for providers. If you’re only creating content about your features or services, you’re perhaps too late.
Instead:
Go back and look at the questions clients ask before they engage you.
Build content that answers those questions—clearly, openly, and with personality.
Address the hidden influencers on the buying committee (e.g. finance heads, IT leaders, or HR), not just the obvious decision-maker.
When you do this well, buyers will come to you—not the other way around.
Find out how our research and content marketing services to stand out with your branded marketing… and email marketing to start with a prospect nurture strategy.
