""Most marketers think in terms of targeting individuals," says Jann Schwartz, senior director of Marketplace Innovation at LinkedIn. "We've inherited a lot of B2C thinking, but in B2B, the real picture only comes into view once you start looking at groups of buyers within the same company. The question isn't just 'who's clicking?' but 'have we created enough collective confidence within the buying group to make it safe for them to choose us?'""
""You have to start much earlier," Schwartz continues. "If you're not well-known by the entire buying group at the beginning of an evaluation, you're probably not going to close the deal. Fame matters - not just any fame, but category fame. You need to be known as a credible player in the category you want to grow in.""
""In B2B, being known isn't enough," adds Mimi Turner, head of marketplace innovation at LinkedIn. "You have to be bought. And being bought depends on trust, relatability and validation from peers.""
Buyability reframes B2B growth by focusing on how organizations decide what, when and who to buy from. The model prioritizes collective confidence among groups of buyers within the same company rather than individual clicks or leads. Early recognition by the entire buying group and category-specific fame increase the likelihood of closing deals. Trust, relatability and peer validation are essential drivers of purchase decisions. Marketing must shift from purely transactional demand generation to relational strategies that build credibility, familiarity and safety across multiple stakeholders to become the preferred choice.
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