The Modern B2B Buying Journey: Why Buyers Complete 80% of Their Journey Alone – and How You Can Still Remain Visible

In the digital era, the B2B buying journey has fundamentally changed. While salespeople once controlled the flow of information, today’s B2B decision-makers conduct independent research and often only contact providers after completing 80% of their buying journey. This development presents enormous challenges for marketing and sales teams – but also offers opportunities for companies that understand how to remain visible in this new reality.

With the right strategies, you can be present at every stage of the buying journey, create relevant touchpoints, and systematically drive your growth. This article shows you how to successfully acquire new customers despite the changing B2B buying dynamics.

The Evolution of the B2B Buying Journey: From Seller-Dominated to Buyer-Driven

The B2B sales process has changed dramatically in recent years. What was once a seller-controlled process has now become a buyer-centric journey. This transformation is not speculation but is supported by concrete data.

The Change in Numbers: The 80% Reality in the B2B Sector

The numbers speak a clear language: According to a recent Gartner study from 2024, B2B buyers spend only 17% of their total buying time in direct contact with potential vendors – and this time is distributed among all considered providers. The majority of the buying journey – about 80% – takes place without direct involvement from salespeople.

This development has continuously intensified in recent years:

• 2015: 57% of the buying journey occurred without sales contact (CEB/Gartner)
• 2019: 70% of the buying journey was self-directed (Forrester)
• 2024: 80% of the buying journey takes place without direct vendor contact (Gartner)

Particularly noteworthy: A 2023 TrustRadius study shows that 87% of B2B buyers prefer to research product information on their own before speaking with a sales representative. For marketing and sales teams, this means a fundamental reorientation.

Drivers of this Development: Digitalization, Access to Information, and Changing Expectations

Several factors have accelerated this change:

1. Democratization of Information: Through digital channels, B2B buyers now have access to a wealth of information – from product data sheets to independent reviews to expert opinions. McKinsey reports that B2B buyers today consult an average of 10 digital sources before making a purchase decision.

2. Changed Buying Behavior Due to COVID: The pandemic has acted as a catalyst. According to a RAIN Group study, willingness for in-person sales conversations has decreased by 44% – a trend that continues even after the pandemic.

3. B2C Experiences Shape B2B Expectations: B2B buyers are accustomed to seamless digital experiences in their private lives and expect similar experiences in a professional context. 76% of B2B buyers state they expect the same buying experience as in the B2C sector (Salesforce).

4. Higher Complexity of Purchase Decisions: With an average of 6-10 stakeholders per B2B purchase decision (Gartner), the process becomes more complex. Buyer teams research more intensively and longer before contacting external vendors.

These changes are not temporary but mark a structural change in B2B sales. To be successful in this new world, companies need to understand what the modern buying journey actually looks like.

The 4 Phases of the Modern B2B Buying Journey in Detail

The self-directed buying journey follows a characteristic pattern that can be divided into four main phases. Each phase has its own characteristics, information needs, and touchpoints that you need to know to be strategically present.

Phase 1: Problem Recognition and Initial Research

In this phase, the B2B buyer recognizes a problem or opportunity and begins gathering information to better understand the problem. According to LinkedIn data from 2023, buyers spend almost 30% of their total research time in this early phase.

Typical Buyer Activities:

• Searching for problem definitions and general information
• Consulting industry reports and thought leadership content
• Exchanging with colleagues and networks
• Using Google, industry-specific portals, and social media

Critical Content in this Phase: Educational content, industry reports, problem-oriented blog posts, infographics, and short videos that define and contextualize problems.

Phase 2: Solution Exploration and Vendor Comparison

After the problem is clearly defined, buyers begin to search for possible solution approaches and potential vendors. This phase is characterized by broad research and initial comparisons.

Typical Buyer Activities:

• Comparing different solution approaches and methods
• Creating a long list of potential vendors
• Searching for case studies and success stories
• Using review platforms like G2, Capterra, or TrustRadius

A DemandGen study shows that 67% of B2B buyers visit vendor websites, 54% use review sites, and 47% attend webinars or virtual events to compare solutions.

Critical Content in this Phase: Solution-oriented white papers, comparison guides, case studies, ROI calculators, and webinars.

Phase 3: Evaluation and Shortlisting

In this critical phase, vendors are evaluated in detail and a shortlist is created. According to TrustRadius, B2B buyers have already narrowed their list to 2-3 potential vendors at this point.

Typical Buyer Activities:

• Deeper product research and feature comparisons
• Searching for technical specifications and integration potential
• Reviewing customer ratings and detailed experience reports
• Initial internal presentations and stakeholder alignments

The Forrester Pulse Study 2023 shows that in this phase, 62% of B2B buyers actively seek customer testimonials and 58% expect detailed product demonstrations – all before personal contact.

Critical Content in this Phase: Detailed product information, technical white papers, demo videos, comparison tables, checklists for vendor assessment.

Phase 4: Negotiation and Decision

Only in this late phase do buyers typically make direct contact with vendors to clarify specific questions, obtain quotes, and clear up any remaining uncertainties.

Typical Buyer Activities:

• Direct contact for demos and quotes
• Negotiation of prices and contract terms
• Involvement of additional internal stakeholders (IT, procurement, etc.)
• Final presentations and decision-making

Noteworthy: Even in this phase, the process remains largely digital. According to Gartner, 33% of B2B buyers prefer a completely sales-free purchasing process, and 75% say they would rather make complex purchases digitally than in person.

Critical Content in this Phase: ROI calculations, implementation guides, customer references, FAQ documents, and onboarding information.

For marketing professionals, this phase structure means: You must be present at every stage of the buying journey with relevant content. The biggest challenge – and at the same time the biggest opportunity – lies in the early phases, where most companies are not yet visible.

What B2B Buyers Really Want: Autonomy, Information, and Control

To successfully respond to the self-directed buying journey, you must first understand why B2B buyers prefer this path. The motivations go far beyond superficial explanations and reveal deeper psychological and practical motivations.

The Psychology Behind the Self-Directed Buying Process

Modern B2B buyers strive for autonomy and self-determination. A RAIN Group study from 2023 shows that 71% of decision-makers want to control the buying process themselves – not just for practical reasons, but also for psychological ones:

• Risk Minimization: 68% of B2B buyers research intensively to reduce the perceived risk of making a wrong decision (Gartner)
• Competence Demonstration: For 62% of decision-makers, independent research is a way to demonstrate expertise internally
• Trust Deficit: Only 40% of B2B buyers trust that salespeople fully understand their needs (Edelman Trust Barometer)

B2B purchase decisions also often have career-relevant implications. Almost 70% of decision-makers report that failed implementations could jeopardize their professional reputation – another reason for thorough independent research.

Pain Points of Traditional Sales Approaches from the Buyer’s Perspective

The aversion to traditional sales conversations has concrete causes. A survey of 1,200 B2B decision-makers by Harvard Business Review identified the biggest pain points:

• 76% find sales conversations too product-focused instead of solution-oriented
• 81% are deterred by too early sales pressure
• 65% complain about a lack of understanding for their specific situation
• 73% are frustrated by inconsistent information between marketing and sales

A TrustRadius study from 2023 supports these findings: 87% of B2B buyers find independent research more efficient than conversations with salespeople. The self-directed process is not a makeshift solution for them, but the preferred option.

The New Power Dynamic Between Buyer and Seller

The information asymmetry that previously favored salespeople has reversed. Today, B2B buyers often have more comprehensive information than the salespeople themselves:

• 57% of buyers learn about vendor weaknesses from independent sources (Forrester)
• 65% research price structures and typical discounts before sales conversations (Gartner)
• 74% use at least three different channels for their research (McKinsey)

This power shift means: B2B vendors must reposition themselves – from information gatekeepers to trusted advisors and guides in a complex information landscape.

The consequence for B2B companies is clear: Instead of fighting against the self-directed buying journey, you must actively support it. Tomorrow’s winners will be those companies that help B2B buyers research independently – but draw the right conclusions.

The 5 Critical Challenges for Vendors in the New Buying Reality

The self-directed B2B buying journey presents companies with five central challenges that must be overcome to be successful in the changed market environment.

Early Presence: The Battle for Attention

The biggest challenge lies in even getting into potential customers’ awareness before they create their shortlist. According to a TOPO study (now part of Gartner), 74% of deals are awarded to the vendor who first creates value in the buying process.

But reality looks different: Only 20% of B2B companies manage to be present in the problem-recognition phase (Content Marketing Institute). Most are only noticed when buyers are already comparing concrete solutions – often too late to significantly influence the purchase decision.

The central problem: Creating visibility in the channels where buyers begin their early research – search engines, industry portals, social media, and networks.

Content Gap: Why Most B2B Content Fails

Despite massive investments in content marketing, many B2B companies miss the needs of their target audience. The Content Gap Analysis by SiriusDecisions shows sobering numbers:

• 70% of produced B2B content is never used
• Only 42% of created content addresses actual buyer questions
• 65% of B2B companies have no documented content strategy

Particularly serious: While 80% of B2B content is aimed at late buying phases (product information, features, prices), buyers in the early phases are looking for completely different information – problem definitions, solution approaches, and strategic classifications.

This discrepancy means that even companies with high content budgets often go unnoticed in the critical early phases.

The Timing Problem: Recognizing and Correctly Responding to Buying Signals

When B2B buyers complete 80% of their journey alone, companies face the challenge of identifying the right time for direct contact. According to Aberdeen Group, the conversion rate increases by up to 73% when companies recognize buying signals in time and respond to them.

The current reality looks different, however:

• Only 37% of B2B companies use intent data to identify buying signals (Demand Gen Report)
• 63% of salespeople contact prospects either too early (and are perceived as intrusive) or too late (when the decision has effectively been made)
• Only 24% of leads are systematically followed up (MarketingSherpa)

The challenge is to correctly interpret digital behaviors and offer the buyer relevant support at the right time – not too early and not too late.

Revenue Attribution: Understanding the Fragmented Customer Journey

The complex, self-directed buying journey makes it extremely difficult to measure the influence of individual touchpoints on the purchase decision. According to Gartner, B2B buyers go through an average of 27 touchpoints before a purchase decision – distributed across different channels, devices, and times.

This fragmented journey leads to massive attribution problems:

• 61% of B2B marketing managers say they have no clear view of the customer journey (Forrester)
• Only 21% of companies can measure the ROI of their content marketing activities (Content Marketing Institute)
• 84% of B2B companies still use outdated last-click attribution (eMarketer)

Without a clear understanding of the buying journey, it remains unclear which content and channels actually contribute to success – a massive hurdle for data-driven decisions.

The Silo Problem: Realigning Marketing and Sales

The self-directed buying journey requires seamless interaction between marketing and sales – but this is precisely where one of the biggest organizational challenges lies. Aberdeen Group Research shows that companies with closely aligned marketing and sales processes achieve 38% higher closing rates.

The reality in many companies, however, looks different:

• Only 8% of B2B companies have fully integrated marketing and sales systems (Forrester)
• 60% of marketing qualified leads are ignored by sales or classified as not qualified (MarketingSherpa)
• Only 34% of companies have clear criteria for lead handover between marketing and sales (Sirius Decisions)

These silos lead to friction losses precisely at the critical interface where self-researching buyers make first contact with the company.

The good news: Each of these challenges also presents an opportunity. Companies that systematically solve these five problems gain a clear competitive advantage. In the next section, we’ll show how a well-thought-out Revenue Growth Strategy can be the answer to these challenges.

Revenue Growth Strategy: How to Be Visible at Every Stage of the Buying Journey

The self-directed B2B buying journey requires a strategic approach that ensures visibility at every stage. With the Attract-Engage-Delight model, the Brixon Group offers a proven framework to overcome the 80% hurdle.

Attract: Content Strategy for the Awareness Phase

In the early phase of the buying journey, B2B decision-makers look for orientation and problem understanding. An effective Attract strategy makes you visible at precisely this moment:

1. Develop Problem-Centered Content

Successful B2B companies focus 40% of their content resources on the early phase (Content Marketing Institute). Focus on:

• Problem Definition: Articles that define and contextualize current challenges of your target audience
• Trend Reports: Data-driven analyses of industry developments
• Thought Leadership: Perspectives that go beyond product features and provide strategic classification

Example: HubSpot generates over 300,000 download leads annually with its “State of Marketing Report” – a content asset that primarily addresses problems and trends, not products.

2. Align SEO Strategy with Problem Questions

76% of B2B research begins with a Google search (Demand Gen Report). The keyword strategy should accordingly focus on problem-phase search queries:

• “Challenges in [industry topic]”
• “How to improve [business goal]”
• “Trends in [industry/technology]”

A BrightEdge analysis shows that problem-oriented keywords have lower search volumes but up to 2.5 times higher conversion rates than product-centric keywords.

3. Use Multiple Channels for Greater Reach

B2B decision-makers use an average of 3-5 different channels during their research (McKinsey). An effective Attract strategy therefore includes:

• Organic Search: Foundation with 55% influence on B2B research
• Social Media: 75% of B2B buyers use social media for research (IDC)
• Third-Party Platforms: Industry portals, research sites like Gartner, Forrester
• Influencer Collaborations: Partnerships with industry experts (84% of B2B buyers are influenced by peer recommendations)

What’s crucial is the cross-channel consistency of core messages while adapting formats to specific channels.

Engage: Interactive Formats for the Consideration Phase

When B2B buyers compare concrete solution approaches, they need deeper, more specific information. A successful Engage strategy includes:

1. Value-First Lead Generation

Traditional gated content approaches are working increasingly poorly. According to Demand Gen Report, 80% of B2B buyers are less willing to share their contact information in exchange for content than they were two years ago.

The alternative: Value-First Lead Generation, which offers demonstrable value before data collection:

• Ungated Pillar Content with optional deepening through registration
• Interactive Assessment Tools that deliver personalized results after registration
• Webinars with Expert Q&A that enable real interaction

Example: Drift increased its conversion rate by 138% by switching from fully gated content to a mixed model with high-quality free content and optional deepening.

2. Solution Mapping and Vendor Comparison

In the Consideration phase, solution approaches and vendors are actively compared. B2B companies that actively support this process remain relevant:

• Solution Guides: Comparison of different solution approaches with pros and cons
• Fair Vendor Comparisons: Transparent juxtapositions that honestly name weaknesses of your own offering
• Decision Support Tools: Interactive assistants for solution selection

An Edelman study shows that B2B buyers trust vendors who show transparency and objectivity in comparisons 64% more than those who exclusively emphasize their own advantages.

3. Personalized Mid-Funnel Content

As buyers evaluate solutions, their need for specific, tailored information increases:

• Industry-Specific Case Studies: Concrete success stories from the same industry
• Personalized ROI Calculators: Tools that calculate the specific business case
• Interactive Demos: Self-service product experiences without sales contact

According to Demand Gen Report, 95% of B2B buyers indicate they prefer vendors who provide personalized content and resources that address their specific problems.

Delight: Supporting Purchase Decisions and Building Trust

In the late buying phase, B2B decision-makers need confirmation and security for their decision:

1. Validation through Social Proof

Peer validation is crucial for B2B purchase decisions. TrustRadius reports that 79% of B2B buyers consider peer reviews as the most trustworthy source of information in the final phase of the buying process:

• Authentic Customer Voices: Video testimonials and detailed success stories
• Structured Case Studies: With concrete results and implementation details
• Community and User Networks: Access to existing customers for direct exchange

G2 reports that 92% of B2B buyers are more likely to purchase after reading a trustworthy review.

2. Frictionless Transition to Sales Conversation

When B2B buyers are ready for direct contact, they expect a seamless transition:

• Self-Service Options: 44% of B2B buyers prefer self-directed online demos before sales contact (Forrester)
• Transparent Next Steps: Clear process overviews for implementation
• Intelligent Meeting Scheduling: Context-based calendar bookings with relevant experts

Companies with documented and transparent buying processes shorten their sales cycles by an average of 30% (Sirius Decisions).

3. Content for Internal Champions

B2B buyers must defend their decision internally. Supporting materials for this process are crucial:

• Business Case Templates: Ready-made ROI calculations and justifications
• Presentation Templates: Prepared slides for internal stakeholders
• Feature Comparisons and Benchmarks: Clear presentations for decision-makers

According to Gartner, 80% of B2B deals fail not because of the external sales process, but due to internal consensus finding – content for this process is therefore crucial.

The Role of SEO, Social Selling, and Thought Leadership

A holistic Revenue Growth Strategy integrates three key elements across all phases:

1. SEO as Foundation

Organic visibility remains the most important channel for self-researching B2B buyers:

• 71% of all B2B research begins with a generic Google search (Demand Gen Report)
• Buyers conduct an average of 12 search queries before visiting a specific brand (Google)
• The ROI of B2B SEO is 12.2x higher than that of paid search (Terakeet)

Successful B2B companies build semantic content clusters that cover all aspects of a buyer’s research – from problem definition to purchase decision.

2. Social Selling for Relationship Building

LinkedIn data shows that 78% of social sellers sell more than colleagues without social media presence:

• Executives who share thought leadership content are 61% more likely to be considered for pitch meetings (LinkedIn)
• B2B buyers are 71% more open to vendors with whom they are connected through social channels (IDC)

The key here is consistent knowledge transfer instead of direct product advertising.

3. Thought Leadership for Building Trust

In their joint study, Edelman and LinkedIn found that high-quality thought leadership content has direct business impacts:

• 58% of decision-makers choose vendors based on their thought leadership content
• 61% are willing to pay higher prices if they trust a vendor’s thought leadership content
• 69% use thought leadership as the primary means to evaluate the competence of potential vendors

In summary: A successful Revenue Growth Strategy accompanies the B2B buyer through their self-directed journey, offers relevant content at every phase, and creates seamless transitions between phases – without pushing the buyer.

Technology as Enabler: The Right Tools for the Modern Buying Journey

To be successful in the self-directed B2B buying journey, companies need the right technological infrastructure. The complexity of the fragmented buying journey requires specialized tools that together form a powerful ecosystem.

Customer Journey Analytics and Lead Intelligence

To understand buyers who complete 80% of their journey independently, you need to analyze and interpret their digital behavior:

1. Customer Journey Intelligence Platforms

These technologies provide insights into actual buying behavior:

• Website Tracking with Attribution: Tools like Hubspot, Marketo, or Pardot track the entire user path across multiple sessions
• Cross-Device Tracking: Solutions like Segment or mParticle unify data across different touchpoints
• Multi-Touch Attribution: Systems like Bizible (Adobe) or Dreamdata provide data-based insights into the influence of different touchpoints

According to Gartner, companies with advanced journey tracking reduce their acquisition costs by an average of 30%.

2. Intent Data and Predictive Intelligence

Intent data allows you to identify buyers before they actively make contact:

• Third-Party Intent: Providers like Bombora, G2, or TechTarget deliver signals from external research
• First-Party Intent: Tools like Drift, 6sense, or Demandbase analyze on-site behavior
• Predictive Lead Scoring: AI-based systems like MadKudu or Infer evaluate leads based on behavioral patterns

A TOPO study shows that companies with mature intent data strategies achieve an 80% higher closing rate for identified high-intent accounts.

Content Experience Platforms and Personalized Journey Control

To guide B2B buyers through their self-directed journey, you need technologies that provide relevant content at the right time:

1. Content Experience Platforms

These systems organize, personalize, and measure content along the buying journey:

• Content Hubs: Solutions like Uberflip, Pathfactory, or Foleon enable personalized content journeys
• Interactive Content: Platforms like Turtl or Ceros increase engagement through interactive elements
• Video Engagement Platforms: Tools like Vidyard or Wistia provide deep insights into video viewing behavior

According to Demand Gen Report, personalized content experiences lead to a 70% higher conversion rate compared to static content offerings.

2. Personalization Technology

B2B buyers increasingly expect personalized experiences:

• Website Personalization: Solutions like Intellimize, Optimizely, or Dynamic Yield adapt content to visitors
• Account-Based Personalization: Tools like Terminus or RollWorks deliver company-specific experiences
• Conversational Marketing: Platforms like Drift or Intercom enable context-based real-time interactions

A Salesforce study shows that 72% of B2B buyers expect personalized engagement offers based on their specific needs – a value that has increased by 20% since 2019.

Marketing Automation and Lead Scoring in the B2B Context

To bridge the gap between marketing and sales, mature automation solutions are crucial:

1. B2B-optimized Marketing Automation

These systems orchestrate complex buyer journeys:

• Enterprise Platforms: Marketo (Adobe), Eloqua (Oracle), or Pardot (Salesforce) for complex B2B processes
• Mid-Market Solutions: HubSpot, ActiveCampaign, or SharpSpring with good cost-benefit balance
• Specialized B2B Tools: Outreach or SalesLoft for sales engagement automation

The difference between basic and advanced automation is significant: According to Salesforce, companies with mature automation processes achieve 14.5% more sales productivity and 12.2% lower marketing costs.

2. Advanced Lead Scoring and Routing

Modern lead management systems go far beyond simple demographic and behavioral scores:

• AI-powered Scoring: Tools like MadKudu, Lattice Engines, or Mintigo use predictive models
• Dynamic Lead Routing: Solutions like LeanData or Distribution Engine optimize lead assignment
• Buying Group Engagement Tracking: 6sense or Demandbase capture account-based activities

Sirius Decisions reports that companies with advanced lead scoring generate 18% more pipeline-ready leads and shorten sales cycles by 17%.

AI-powered Buyer Analytics: Predictive Lead Scoring and Intent Data

Artificial intelligence is fundamentally changing how companies understand and address potential buyers:

1. AI-based Buyer Analytics

These technologies unlock hidden insights from structured and unstructured data:

• Behavioral Intelligence: Systems like Drift Prospector or Acompany analyze digital behaviors
• Conversational Intelligence: Gong.io or Chorus.ai provide insights from sales conversations
• Content Preference Analysis: PathFactory or Uberflip identify content preferences

Forrester reports that AI-powered insights can increase lead conversion rates by up to 30% by enabling a deeper understanding of buyer needs.

2. Intent Data Orchestration

The most advanced B2B companies combine different intent signals into a holistic picture:

• Unified Intent Platforms: 6sense, Demandbase, or ZoomInfo integrate multiple data sources
• Custom Intent Audiences: LinkedIn or Google allow targeted addressing based on research behavior
• First-Party Data Activation: Segment, mParticle, or Tealium unify their own data signals

A TOPO study shows that the integration of Third-Party and First-Party Intent Data improves the accuracy of lead prioritization by up to 70%.

The technology landscape for the modern B2B buying journey is complex – but with the right approach, even mid-sized companies can build a powerful tech stack. The key lies not in the number of tools, but in their strategic integration and the consistent development of the required data foundations.

B2B Marketing Excellence: Best Practices from the Field

How do successful B2B companies master the challenge of the self-directed buying journey? Using concrete case examples, we show proven strategies that deliver measurable results and can serve as inspiration for your own initiatives.

Case Study: How a Technology Provider Increased its Pipeline by 40%

A mid-sized provider of ERP software for industrial companies faced a classic challenge: Despite a good product and established sales team, potential customers were reached late in their buying journey – when central requirements and shortlists were already defined.

Initial Situation:

• Website primarily product-oriented with little problem-centered content
• Sales approach mainly reactive after receiving contact requests
• Little visibility in the early research phase of potential customers
• Long sales cycles of 9 months on average

Implemented Solution:

The company developed an integrated content and data strategy:

1. Problem-First Content Hub: Development of a Resource Center with over 50 pieces of content on industry-specific challenges, completely detached from product descriptions
2. SEO Focus on Early-Stage Keywords: Systematic optimization for search queries in the problem recognition phase
3. Progressive Profiling: Gradual collection of information over multiple interactions
4. Intent-based Lead Scoring: Combination of first-party behavioral data with third-party intent from Bombora

Results after 12 Months:

• 40% increase in qualified sales pipeline
• 62% more organic traffic for early-stage keywords
• Reduction of the sales cycle from 9 to 6.5 months
• 33% higher close rate for opportunities

Key Learning: The technology provider recognized that early visibility in the problem recognition phase not only generates more leads but also significantly improves the quality and conversion rate in later phases. Particularly successful was the combination of high-quality problem content and data-driven lead scoring.

Case Study: From Trade Show Marketing to Digital Lead Generator

A mechanical engineering company with 80 employees traditionally generated the majority of its leads through trade shows and personal networks. The pandemic forced the company to radically rethink its lead generation strategy.

Initial Situation:

• Over 70% of the marketing budget went to trade show appearances
• Digital presence was limited to a product-centric website
• Little experience with digital marketing and lead generation
• High dependency on personal relationships of the sales team

Implemented Solution:

The company developed a digital lead generation process with several components:

1. Digital-First Content Strategy: Development of a content library with technical guides, application examples, and ROI calculations
2. Virtual Expert Seminars: Monthly webinars on industry-specific challenges
3. ABM Light for Existing Customers: Targeted content distribution to existing customers to explore new application areas
4. LinkedIn Sales Navigator + Content: Systematic combination of personal networking and content sharing by sales staff

Results after 18 Months:

• Digital leads now account for 65% of all new customers (previously under 20%)
• Higher quality of leads with 22% better conversion rate
• Opening up of 3 new customer segments that were previously not reached
• Reduction of Customer Acquisition Costs by 37%

Key Learning: The success was not based on complex digital tools but on the consistent reorientation of existing expertise into digital formats. Particularly successful was the activation of sales staff as content ambassadors in social networks – they brought their established relationships into digital channels.

Case Study: Content Strategy of an Industrial Company

A mid-sized provider of industrial components struggled with a typical problem: Despite the technological superiority of its products, the company was often only considered late in the buying process, when technical specifications were already established.

Initial Situation:

• Technically excellent products with innovation advantage
• Content strategy focused on technical data sheets and product features
• Low awareness among decision-makers outside of technical departments
• Often only considered late in the selection process

Implemented Solution:

The company developed a multi-stage content strategy that addressed various stakeholders and buying phases:

1. Executive-Level Content: Development of business-impact content for C-level decision-makers with focus on cost savings and strategic advantages
2. Technical Decision Maker Content: In-depth technical comparisons and best-practice guides
3. Cross-Functional Buying Guide: Guide for cross-departmental decision-making with assessment matrices
4. SEO Optimization for Educational Terms: Strong focus on informational search queries

Results after 12 Months:

• 47% of new customer contacts came from early buying phases (vs. 18% previously)
• The average deal size increased by 35%
• Shortening of the decision process by 2.5 months
• 250% increase in organic traffic for educational keywords

Key Learning: The decisive success factor was aligning the content strategy with different stakeholders in the buying center. By specifically addressing business decision-makers in early buying phases, the company was able to influence requirement definition before technical specifications were established.

Key Learnings: What Successful B2B Companies Do Differently

From the case examples and our experience with numerous B2B clients, five central success factors crystallize:

1. Consistent Problem-First Orientation

Successful companies consistently put the problems and challenges of their target customers at the center in early phases of the buying journey – not their products. They position themselves as problem solvers and thought leaders before appearing as providers.

2. Scaling through Content Systematics

Instead of punctual content creation, leading B2B companies develop systematic content frameworks with clear assignments to buyer personas, buying phases, and questions. This systematics enables efficient scaling and consistent quality.

3. Integration of Marketing and Sales

The most successful B2B organizations overcome the traditional separation between marketing and sales. They implement unified data models, transparent lead handover processes, and shared success metrics.

4. Data-Driven Personalization

Leading companies use behavioral data and intent signals to identify buyers early and address them individually. They forego blanket nurturing sequences in favor of context-based interactions.

5. Iterative Optimization Instead of Big Bang

The most successful B2B marketing teams develop their strategies in small, measurable steps. They continuously test, measure precisely, and optimize based on concrete data – instead of relying on large, lengthy projects.

These best practices show: With the right strategy, even mid-sized B2B companies can successfully master the challenge of the self-directed buying journey and unlock new growth potential.

The Brixon Revenue Growth Blueprint: Systematically Generate More Visibility and Leads

After analyzing successful B2B companies, the question arises: How can you implement these insights in your company? The Brixon Revenue Growth Blueprint offers a structured implementation roadmap in five steps.

Step 1: Customer Journey Mapping and Buyer Persona Development

The cornerstone of every successful B2B marketing strategy is a precise understanding of your target customers and their buying journey:

Buyer Persona Development

Develop detailed, data-based buyer personas for all relevant decision-makers and influencers:

• Role-Based Segmentation: Identify all stakeholders involved in the buying process (typically 6-10 in B2B decisions)
• Problem-Focused Definition: Document the specific challenges, goals, and obstacles of each stakeholder
• Analyze Information Behavior: Determine preferred information sources and research behavior

Particularly important: Validate your personas through direct customer conversations and sales feedback. Hypotheses are not enough.

Customer Journey Mapping

Map the actual buying journey of your target customers with concrete touchpoints:

• Phase-Gate Model: Define the concrete transitions between buying phases
• Touchpoint Inventory: Identify all existing touchpoints with your brand
• Gap Analysis: Uncover underserved phases and information needs

With these foundations, you create the prerequisite for a targeted content and campaign strategy.

Step 2: Content Strategy and Production for Each Buying Phase

Based on buyer personas and journey mapping, you now develop a holistic content strategy:

Content Audit and Gap Analysis

Begin with an inventory of your existing content:

• Content Inventory: Record all existing content by type, topic, and target audience
• Performance Analysis: Evaluation by traffic, engagement, and conversion performance
• Gap Identification: Comparison with buyer journeys to identify missing content

Practice shows: In 65% of B2B companies, over 80% of all content is concentrated on late buying phases – a serious imbalance.

Content Strategy Framework

Develop a structured framework for your future content production:

• Thematic Clusters: Define central topic areas with semantically connected content
• Format Mix: Plan the optimal mix of blog articles, white papers, videos, podcasts, etc.
• Distribution Strategy: Determine how and where content will be distributed

A proven approach is the 40-40-20 rule: 40% of content for early buying phases (problem/solution), 40% for middle phases (vendor comparison), and 20% for late phases (purchase decision).

SEO-optimized Pillar Content Structure

For maximum organic visibility, implement a pillar content structure:

• Pillar Pages: Comprehensive guide articles on core topics (2,500+ words)
• Cluster Content: Specialized articles on specific aspects of the main topic
• Internal Linking Structure: Systematic networking for SEO strength and user experience

This structure not only maximizes visibility in search engines but systematically guides visitors through the customer journey.

Step 3: Campaign Orchestration and Lead Nurturing

With a solid content foundation, you can now develop targeted campaigns:

Multi-Channel Campaigns

Orchestrate coordinated campaigns across different channels:

• Channel Mix: Combine organic and paid channels for maximum reach
• Sequential Activation: Stagger your campaign elements for optimal impact
• Cross-Channel Retargeting: Follow prospects across channels with relevant content

Particularly effective: The combination of thought leadership content, targeted LinkedIn campaigns, and personalized retargeting shows 3-5x higher conversion rates in B2B contexts than isolated channel strategies.

Personalized Lead Nurturing

Develop phase-based nurturing programs:

• Behavior-Based Triggers: Activate nurturing sequences based on specific user actions
• Progressive Personalization: Increase the degree of personalization with each interaction
• Multi-Persona Paths: Develop specific nurturing paths for different stakeholders

A common mistake: Too early sales orientation in the nurturing process. Successful programs deliver 3-5 valuable content pieces before introducing a sales focus.

Lead Qualification and Scoring

Implement a transparent lead scoring model:

• Demographic Criteria: Evaluation by company and position characteristics
• Behavior-Based Signals: Point assignment for engagement activities
• Decay Mechanisms: Time-based devaluation of inactive leads

Practice shows: B2B companies with mature lead scoring models achieve up to 60% higher conversion rates from Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs).

Step 4: Sales Enablement and Lead Handover Processes

The critical transition from marketing to sales requires special attention:

Seamless Lead Handover

Develop a clearly defined process for lead handover:

• Service Level Agreement (SLA): Define clear responsibilities and timeframes
• Lead Context Transfer: Ensure that sales receives all relevant information
• Feedback Loops: Implement systematic feedback on lead quality

A Sirius Decisions study shows: Companies with formalized lead handover processes achieve a 30% higher revenue growth rate than those without structured processes.

Sales-Supporting Content

Equip your sales team with the right tools and content:

• Battle Cards: Compact overviews of competitors and differentiating features
• Conversation Guides: Guidelines for specific customer situations and objections
• ROI Calculators and Comparison Tools: Interactive tools for sales conversations

Practical example: A technology provider was able to reduce time-to-revenue by 22% and increase close rate by 15% by introducing a systematic sales enablement program.

Social Selling Enablement

Enable your sales team for digital customer engagement:

• Personal Branding: Support in developing professional online profiles
• Content-Sharing Processes: Simple systems for sharing relevant content
• Engagement Guidelines: Clear instructions for digital interactions

LinkedIn data shows that salespeople with optimized social selling processes generate 45% more sales opportunities than their colleagues without a systematic social selling approach.

Step 5: Performance Measurement and Continuous Optimization

The final step in the blueprint is implementing a data-driven optimization process:

Holistic Measurement Framework

Develop a comprehensive metrics system:

• Funnel Metrics: Conversion rates between all buying phases
• Content Performance: Engagement and conversion metrics per content asset
• Channel Effectiveness: Costs and return per channel and campaign
• Revenue Attribution: Attribution of revenue influences to marketing activities

Particularly important: The linking of activity and outcome metrics to measure not just what was done but what impact it had.

Continuous Experimentation

Establish a culture of systematic testing:

• A/B Testing Processes: Systematic tests for content, campaigns, and landing pages
• Experiment Roadmap: Prioritized list of hypotheses and tests
• Learning Documentation: Systematic recording of insights

Top-performing B2B marketing teams conduct 5-10x more tests than average teams and achieve correspondingly faster improvements.

Cyclical Strategy Adjustment

Implement regular strategy reviews:

• Quarterly Performance Reviews: Comprehensive analysis of all marketing and sales activities
• Semi-Annual Strategy Adjustments: Updating goals and priorities
• Annual Journey Review: Validation of the customer journey through customer research

This systematic cycle ensures that your strategy is continuously adapted to changing market conditions and customer needs.

The Brixon Revenue Growth Blueprint provides a structured framework for transforming your marketing and sales approach. Implementation can be modular, with each step building on the previous one and delivering measurable results.

The Future of the B2B Buying Journey: What to Expect Until 2030

The self-directed B2B buying journey will continue to evolve in the coming years. What trends will shape the future, and how can B2B companies prepare for them?

AI Revolution: From Reactive to Predictive Marketing

Artificial intelligence will fundamentally change the way B2B companies identify and address potential customers:

Predictive Buying Intent

AI systems will detect buying signals earlier and more precisely:

• AI algorithms will be able to identify purchasing intentions 3-6 months before the active research phase
• Behavioral clusters and micro-patterns will become new predictors for purchase readiness
• Firmographic data will be combined with behavioral and sentiment data

According to Gartner, by 2027, over 70% of B2B companies will use predictive intent models, compared to less than 30% in 2023.

AI-Driven Personalization

Personalization will reach new dimensions:

• Dynamic content generation in real-time based on user behavior
• Multivariate personalization across dozens of parameters simultaneously
• Fully personalized buying journeys for complete buying groups

Accenture predicts that by 2028, over 50% of all B2B content experiences will be dynamically generated by AI – compared to less than 10% today.

Conversational AI as Primary Touchpoint

AI-powered conversation interfaces will become primary interaction points:

• Highly specialized vertical AI assistants with deep industry knowledge
• Seamless transitions between automated and human interactions
• Complete purchasing processes via conversational interfaces

Forrester predicts that by 2029, over 35% of all B2B transactions will begin with conversational interfaces – a massive increase from today’s 3-5%.

Hyperpersonalization and Dynamic Content Experiences

Personalization will evolve from a channel feature to a comprehensive strategy:

Account-Based Experience (ABX)

ABM is evolving into a holistic experience strategy:

• Orchestrated experiences for complete buying teams instead of individual contacts
• Integrated online and offline touchpoints with seamless transitions
• Proactive rather than reactive personalization based on predictive models

According to Forrester, by 2027, over 60% of B2B companies will implement Account-Based Experience strategies – a significant increase from 25% in 2023.

Microsegmentation and Dynamic Adaptation

Segmentation will become more granular and dynamic:

• Real-time adjustment of buyer journeys based on current behavior
• Microtrend-based segmentation with daily adjustments
• Completely individual content journeys for each account

McKinsey predicts that leading B2B companies will work with over 100 dynamic microsegments by 2028 – compared to 5-10 static segments today.

Immersive and Interactive Formats

Content formats will become increasingly interactive and immersive:

• Augmented Reality for complex B2B products and solutions
• Interactive simulations for ROI calculations and scenarios
• Virtual Spaces for collaborative product evaluations

IDC expects that by 2027, over 40% of B2B companies will use immersive technologies in their buying journey – a significant increase from less than 15% today.

The End of Linear Funnel Thinking

The traditional funnel model will be replaced by more dynamic concepts:

Network-Based Purchase Models

The notion of a linear buying journey will dissolve:

• Multi-dimensional buying networks instead of linear funnels
• Simultaneous activities in different buying phases
• Collaborative decision processes with dynamic stakeholder roles

Gartner predicts that by 2026, over 80% of B2B companies will transition their marketing and sales models from linear to network-based models.

Community-Centered Buying Processes

Communities will become central sources of influence:

• Peer-to-peer communities as primary information sources
• Vendor-supported communities for continuous exchange
• Community-validated decision processes with collective intelligence

Forrester estimates that by 2028, over 50% of B2B purchase decisions will be significantly shaped by community influences – compared to about 20% today.

Permanent Purchase Readiness

The boundary between buying and non-buying blurs:

• Continuous reevaluation of existing solutions through automated comparisons
• Continuous rather than punctual evaluation processes
• Subscription and pay-as-you-grow models with fluid transitions

A McKinsey analysis predicts that by 2030, over 70% of B2B purchase decisions will take place as part of continuous evaluation processes – not as isolated events.

New Metrics for Measuring Success in B2B Marketing

As the buying journey evolves, so will the relevant metrics:

Beyond Pipeline: Ecosystem Metrics

Traditional funnel metrics will be complemented by more holistic indicators:

• Share of Influence in relevant networks and communities
• Buying Committee Engagement Score across multiple stakeholders
• Proactive Opportunity Creation instead of reactive Opportunity Management

SiriusDecisions reports that leading B2B companies are already beginning to supplement traditional pipeline metrics with network-based influence metrics.

Lifetime Engagement instead of Customer Acquisition Cost

The focus shifts from acquisition to continuous engagement:

• Audience Lifetime Value as a central control variable
• Relationship Strength Score for relationship quality
• Community Activation Index for collective engagement measurement

By 2028, according to Forrester, over 60% of B2B companies will primarily use relationship-oriented KPIs instead of transaction-oriented metrics.

Truth-Based Marketing Metrics

The accuracy and reliability of metrics becomes the decisive factor:

• Multi-Touch Attribution with AI-powered accuracy
• Incrementality measurement for actual influence
• Unified Customer Data as Single Source of Truth

Gartner predicts that investments in Marketing Measurement and Attribution will increase by 300% by 2027, driven by the growing need for more precise, truthful metrics.

The future of the B2B buying journey will be characterized by greater complexity, but also by more advanced tools to manage this complexity. Companies that begin aligning their strategies with these trends today will build a substantial competitive advantage.

FAQ: Expert Knowledge on the Modern B2B Buying Journey