
An old Irish fisherman knows that success isn’t just about casting a wide net—it’s about understanding the tides, knowing where the fish are, and adapting to the ever-changing sea. He doesn’t rely on luck; he relies on preparation, insight, and patience.
And that’s exactly what navigating the modern B2B buyer journey feels like. The sea has changed. And we need to adapt.
What worked a year ago isn’t cutting it anymore—expectations are rising, attention spans are shrinking, and decision-making is more complex.
With fresh data from the 2024 B2B Buyer Experience Report by Kerry Cunningham and Sara Boostani (6sense Research), here are three buyer behaviour trends you need to be aware of to navigate the waters of modern B2B marketing:
𝗦𝗲𝗹𝗳-𝗦𝗲𝗿𝘃𝗶𝗰𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗡𝗲𝘄 𝗦𝘁𝗮𝗻𝗱𝗮𝗿𝗱
Over 80% of buyers now expect to self-educate online before speaking to sales.
💡 Translation: Your website is your best (or worst) salesperson. Does it educate? Is it clear what you do and how you’re different? Or does it still fall short?
👉 Tip: Just like a fisherman needs the right nets, your website must work as your best salesperson. Consider a web audit or buyer journey mapping with an outside expert for an unbiased perspective.
𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗮𝗻𝗱 𝗧𝗿𝘂𝘀𝘁 𝗔𝗿𝗲 𝗡𝗼𝗻-𝗡𝗲𝗴𝗼𝘁𝗶𝗮𝗯𝗹𝗲
B2B buyers know 3.5 out of the 4.6 vendors (on average) that they evaluate during a purchase decision right from day one [1]. If you’re not already on their radar, you’re invisible.
💡 Reality check: Building awareness and trust takes time, investment, and isn’t easy to measure. Three things the C-Suite and the Board don’t want to hear. But that’s what’s required for success.
👉 Tip: A fisherman doesn’t cast his net blindly—he works where he knows the fish are. Similarly, building awareness and trust means showing up in the right places with the right message. Consider content marketing, thought leadership, and sponsoring key industry events to get on the radar.
𝗧𝗵𝗲 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗠𝗮𝗸𝗶𝗻𝗴 𝗨𝗻𝗶𝘁 𝗛𝗮𝘀 𝗘𝘅𝗽𝗮𝗻𝗱𝗲𝗱
On average, 11 stakeholders are now involved in a buying decision (7.4 in manufacturing and 12.2 in technology and software) [2].
💡 The takeaway? Buyers expect vendors to educate. You need to build trust with them, and they want you to simplify the decision-making process.
👉 Tip: The champion—the person who first engages with your website or takes the first call—is your entry point to the buying group. Convince them first. Then equip them with insights, tools (e.g. ROI calculators, case studies), and the confidence they need to sell your solution internally. They are your real salesperson. That’s how you reel in the big catch.
Adapt or fade into irrelevance.
The wisdom of an Irish fisherman is simple: success is about preparation and patience, not luck. The same holds true for B2B marketing. You can’t rely on outdated strategies or hope for buyers to find you—you need to know the waters you’re fishing in and adjust accordingly.
Need help navigating your changing sea? Let’s chat.
[1] Source: 2024 B2B Buyer Experience Report by Kerry Cunningham and Sara Boostani (6sense, 2024)
[2] Ibid, 6.