Buying committees make 'with and for whom' the highest-leverage B2B cue
PrincipleBrand Strategy
Buying committees make 'with and for whom' the highest-leverage B2B cue
The with/for Whom cue matters most in B2B because buying committees dominate. Four groups shape the decision: senior management (the 'no one ever got fired for buying IBM' effect), peers (both a support network and competitors for promotion), junior staff (who bear adoption and training), and the buyer's own customers.
Source
Category Entry Points In A B2B World - Linking Buying Situations To Brand Sales, The B2B Institute at LinkedIn x Ehrenberg-Bass Institute (2022)
Professor Jenni Romaniuk, Ehrenberg-Bass Institute for Marketing Science, University of South Australia
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