How to get on B2B buyer shortlists - B2B marketing

Over 80% of B2B buyers purchase from their day one lists (s: Google & Bain). They default to lists drawn up BEFORE carrying out any research. So, if you're not on these lists, you're toast. And thinking you can still win pitches 'joining later' is mostly unrealistic.

Our aversion to risk and love for securing outcomes we want means that most of us prefer to buy from familiar brands. When we're on the hunt for solutions, we explore options that we've heard about - familiar brands, recommendations and referrals, previous experiences. It's why 'day one' lists are such powerful predictors of purchase decisions.

Over my career, I've occasionally fallen to the temptation that is 'we can win, despite being outside their day one list'. Very often, it's been possible to make it all the way to decision day via multiple submissions and presentations...but the winning votes have almost always gone to suppliers that were on day one lists.

Wasted efforts. Buyers still mostly default to the safety of the familiar.

So, unless you're selling to a limited high value market where Account Based Marketing (ABM) makes financial sense, brand building is critical.

Start brand building early. Don't delay. Because day one lists rely upon recall.

Which brings us to budget - specifically brand building 'bang for buck'.

Many of the businesses I work with have limited budgets to invest in brand building. Even so, you would not believe how many start out by creating brands that 'look like their rivals'. Tech? Who doesn't love a bit of blue (A: you...when your sales figures flag).

Glance your competitors' sites. Gaze at their events stands. You'll soon see that the majority love a bit of 'blanding in' over 'standing out' and being memorable. The seek to 'be like others in the sector' rather than registering that they need to be different.

Think about it. You want buyers to put you on their day one lists. Somehow, your brand must be lodged in their recall banks. And if your brand looks like your rivals? Far less chance.

So be brave. Be distinctive. Be different. Be memorable. Don't be fooled into fitting in. You likely can't afford such luxury AND hope to gain sales you need with the B2B marketing time/budget you have.

If may be your brand colour scheme. It may be your tone of voice. It may be your media choice. It may be how you act. Stand out. Lodge in minds. Get on day one lists. Grow faster.