CXL - 58% of B2B Buyers Won't Consider You.

The B2B Buying Journey in 2025:
What Marketers Need to Know
by Stefan Maritz, from CXL

B2B buying isn’t linear, and it’s definitely not as simple as “get more leads, close more deals.” It’s a complex, multi-stakeholder process where trust, reputation, and positioning matter just as much as product capabilities.

The team at Wynter recently put together a research report on how SaaS marketing leaders actually buy software in 2025. If your strategy isn’t aligned with how buyers really make decisions, you’re losing deals before they even start.

Here’s what the research reveals – and how you should adjust your marketing and sales approach to win.

Step 1: Buyers Start by Mapping Requirements

Before a buyer even considers a vendor, they define their business problem and map out what they need in a solution.

• What are the core requirements?
• What would be “nice to have” but isn’t essential?
• What pain points must this software solve?

Your move:

Most companies fail here because they assume buyers will “figure out” how their solution fits. Instead, you need to shape their thinking before they start their search.

If you wait until they reach out to you, it’s already too late.

• Create content that educates buyers on how to frame the problem your product solves.
• Address use cases and workflows specific to your target audience.
• Offer self-assessments, templates, and industry benchmarks to help buyers define their needs.

Step 2: Google, Review Sites & Peer Recommendations Shape the Shortlist

Buyers don’t start their search with a vendor in mind – they look at categories first.

• 54% of buyers begin with a category search (e.g., “best CRM software”)
• 58% start by asking peers for recommendation
• They consult review platforms like G2, TrustRadius, Gartner, and Forrester

This means buyers are forming their shortlists before you even know they’re in-market.

“Most of the software we purchase already has a preferred vendor in mind, which speeds things up.” - Andrew, SVP, Marketing

Your move:

Winning here is about mental availability. Buyers need to know your brand exists before they start searching.

• SEO is critical – optimize for category-level searches, not just branded keywords.
• Third-party validation matters – encourage happy customers to leave reviews on G2, TrustRadius, and other platforms.
  
• Build referral loops – make it easy for existing customers to recommend you. Create content that’s worth sharing.
  

If you’re not showing up in these searches, you’re invisible.

Step 3: Buyers Self-Educate Before Talking to Sales

The old-school model where sales reps control the conversation is dead.

• 91% of buyers come into a sales conversation already familiar with the vendor
• They’ve already compared solutions, read reviews, and discussed internally before reaching out.
  

Buyers don’t want to be “nurtured” through a sales funnel – they want answers.

Your move:

Your website needs to act as a 24/7 sales rep that educates and converts prospects before they ever speak to a human.

• Make pricing transparent – if buyers can’t find it, they’ll assume it’s too expensive and move on.
• Have clear comparison pages – help buyers understand how you stack up against competitors.
• Showcase case studies and ROI – buyers need proof that your solution works.
  

If your website isn’t answering every question a buyer might have, you’re already losing deals.

Step 4: You Need to Win the Shortlist Without Talking to Buyers

Most companies evaluate 3-5 vendors before making a final decision. If you’re not on that list, you don’t even get a chance to compete.

• Only 1 in 5 vendors actually get invited to pitch or demo.
• Buyers are eliminating options before ever engaging with sales.
  

Your move:

The key to winning the shortlisting battle is differentiation. You can’t just be “another” solution in a crowded space – you need a distinct position.

• Own a niche – focus on a specific audience segment and become the go-to solution for them.
• Be known for something – build a reputation around a specific strength (e.g., best for enterprise, best for AI-powered insights, best customer support).
• Make it ridiculously clear why you’re different – if your messaging could be swapped with a competitor’s, you’re doing it wrong.

If you look and sound like everyone else, you’re just another name on a list that’s easy to ignore.

Step 5: The Sales Pitch Still Matters – 83% of Buyers Request a Demo

Despite the shift towards self-serve buying, the sales demo is still a key decision point.

The problem? Most demos are useless.

• Buyers don’t want a feature walkthrough – they want a solution to their specific pain points.
• If your demo is just a generic product tour, you’re missing the mark.
  

Your move:

The best demos are consultative, not transactional.

• Start with discovery – don’t assume what matters to them. Ask.
• Tailor the experience – show exactly how your product solves their problem.
• Leave them with something actionable – whether it’s a custom ROI breakdown, implementation roadmap, or trial access.
  

Demos should feel like a strategic consultation, not a software tutorial.

Step 6: B2B Buying Is a Group Decision – 5 Stakeholders on Average

It’s not just one person making the call.

• Finance cares about cost & ROI.
• IT cares about integration & security.
• End users care about ease of use.
• Executives care about long-term value.
  

If you’re only selling to one persona, you’re not actually selling.

Your move:
Equip your champion with the tools to sell internally.

• Provide materials for every stakeholder – security documentation for IT, ROI calculators for finance, use case examples for end users.
• Create multi-threaded relationships – engage different decision-makers early in the process.
• Make the internal selling process easier – the more friction there is, the harder it is to get buy-in.
  

Your champion can’t do it alone – make their job easier.

Step 7: Interactive Experiences Drive Decisions

Buyers don’t want to read another PDF. They want to experience your product.

• Product trials, interactive demos, and AI-powered walkthroughs are now expected.
  
• Static presentations don’t cut it anymore.
  

Your move:

• Let buyers get hands-on – offer live sandboxes or personalized trials.
• Use interactive content – quizzes, configurators, ROI calculators.
• Make onboarding part of the sales process – help buyers visualize using your product in their workflow.
  

The more tangible the experience, the higher the conversion rate.

Final Takeaways: What This Means for Your Strategy

1. Be Where Buyers Are Looking

SEO, reviews, and peer recommendations dictate who gets on the shortlist. If you’re missing in action, you’re out.

2. Make It Easy to Self-Educate

Your website should answer every possible question a buyer might have.

3. Demos Must Be a Value-Add, Not a Pitch

Buyers come prepared. If your demo doesn’t connect the dots, you’re just burning their time.

4. Help Your Champion Sell Internally

Provide materials that make it easy for your buyer to convince finance, IT, and other stakeholders.

5. Create Interactive, Hands-On Experiences

Let buyers experience your product before they buy. The more interactive, the better.

Bottom Line: Adapt or Lose

B2B buying has evolved. If your strategy doesn’t align with how buyers actually buy, you’re just hoping for luck. And hope isn’t a strategy.

Want the full Wynter B2B Buyer study? Grab it here.

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