"The window to influence a deal closes much earlier than most marketers realize. LinkedIn's B2B Institute calls this the first impression rose. Like the reality TV show "The Bachelor," if you don't get a rose in the first ceremony, you're unlikely to make it to the finale. Research from LinkedIn and Bain & Company found 86% of buyers already have their choices predetermined on "Day 1" of a buying cycle. Even more critically, 81% ultimately purchase from a vendor on that Day 1 list."
"Dig deeper: LinkedIn wants to be the TikTok of business - will it work? That requires a three-play strategy. Play 1: Reach and prime the hidden buying committee The goal: Reach the people who can say no Most video strategies target the champion, the person who uses the tool or service. But in B2B, the champion rarely holds the checkbook."
Many B2B teams treat video as either a viral top-of-funnel asset or a dry bottom-of-funnel product demo, creating a funnel gap. Treating video as a multiplier across the entire buying journey—connecting brand and demand—can increase effectiveness and generate up to 1.4x more leads. The opportunity to influence buyers closes very early: research finds 86% of buyers have choices predetermined on Day 1 and 81% purchase from a Day 1 shortlist. To win, video must reach the hidden buying committee and not only product champions, since champions rarely control purchasing decisions. A three-play strategy begins by reaching and priming those who can say no.
Read at MarTech
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