Author: Shira Abel Category: undefined URL: https://hunterandbard.com/resources/blog/how-enterprise-b2b-decisions-are-made
Most enterprise deals are won and lost in conversations you will never see, between people who trust each other, where one of them tries to recall something about your company and either can or cannot. Here is what you need in place long before the buying cycle begins.
Enterprise B2B deals are decided in private conversations before the RFP exists. To become the vendor that gets named in those rooms, you need five things: a product that does what you say it does, a brand that holds up in the field, marketing that reaches buyers long before sales does, consistency across every touchpoint, and time. The dark funnel is a reputation problem, not a measurement problem. The only thing that shows up in the room you cannot see is what you already built into the market.