Most of the buyer journey happens without you

Modern buyers are shaping their shortlists long before they ever speak to sales. In this discussion, we explore the “hidden 70%” of the buyer journey – the research, influence, and decision-making that happens quietly before outreach, demos, or discovery calls.
We unpack why traditional prospecting often struggles once buyers have already formed preferences, and what this shift means for sales, marketing, and growth teams trying to reach decision-makers earlier in the process.

What you’ll learn

• How buyers research and evaluate vendors without engaging sales
• Why shortlists are often formed before outbound outreach even begins
• How brand visibility and trust influence early-stage decisions
• Practical ways smaller companies can compete earlier in the buying journey

Key takeaways

• Most B2B buying decisions start long before the first sales conversation
• Traditional outreach struggles when buyers have already formed preferences
• Brand presence and credibility shape who makes the shortlist
• Winning teams influence buyers earlier through visibility, trust, and content