Buyability

Ensure your business is the right choice for the buying group by being discoverable, credible, and winnable.

Most B2B purchases are made by a group. The average B2B deal now involves 22 stakeholders, each bringing different priorities, perspectives, and levels of influence.¹

Getting that group to agree on a choice isn't easy. Research finds that 40% to 60% of deals can end in no decision.²

Buyability is ensuring your business is the right choice for the buying group by being discoverable, credible, and winnable.

It is a marketing and sales strategy for becoming easier to find, easier to trust, and easier to choose.

Three questions every buying group answers about you.

Be Discoverable.
Will the buying group find you?
Help the entire buying group find and become familiar with your business before they actively begin evaluating solutions. Strong discoverability increases the likelihood of making the Day One consideration set.

Be Credible.
Do buyers believe your claims?
Build confidence through trusted signals that reduce uncertainty and help buying groups defend their decision. Credibility is strengthened through expertise, customer proof, recommendations, relationships, and evidence that demonstrate why your business is the right choice.

Be Winnable.
Can buyers defend choosing you?
Give every stakeholder the confidence they need to choose your business. Winning happens when buying groups can align around a shared decision and confidently move forward together.

Explore the research, frameworks, and practical guidance for building more Buyable brands.

Sources

Dreamdata and Webflow, LinkedIn Ads 2026 Benchmarks Report, 2026.
Matthew Dixon and Ted McKenna, The JOLT Effect, 2022.

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There Is No Single B2B Buyer

Today’s B2B purchase is shaped by far more than one lead. An average of 13 people inside the organization and nine outside it influence the process, often across three or more departments. With Millennials and Gen Z now making up most buyers, marketers need to reach a broader, more varied group.

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The Decision Starts Before Sales

By the time buyers contact a vendor, much of the decision has already been made. Ninety-two percent begin with at least one vendor in mind, and 81% of the journey happens before sales engagement. Brands that wait for a hand raise may arrive after buyers have already formed their preferences.

Graphic that reads "Most B2B buying decisions happen before engaging sales"

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Buyability: Become the Right Choice for the Buying Group

Buyability is ensuring your business is the right choice for the buying group by being discoverable, credible, and winnable. It asks whether buyers can find you, trust what you say, and feel confident choosing you. Winning is not only about product fit; it is about helping the whole group move forward.

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Discoverability Is Built Through Trusted Voices

People and AI systems look to many of the same trust signals: customer stories, expert opinions, credible publications, communities, and reviews. Discoverability now depends on showing up across the sources that shape human judgment and AI-generated answers. The goal is not simply to be present, but to be present where confidence is built.

Graphic that reads "Humans and LLMs are influenced by trusted voices, verified sources, and real experience"

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Credibility Is the New Currency

When competing offers seem similar, credibility becomes a deciding factor. Buyers are three times as likely to choose a vendor recommended by someone they trust, and 87% prefer credible content from trusted industry influencers. Customer proof, peer validation, and respected voices can carry more weight than price or unproven claims of superiority.

Graphic that reads "Credibility has become the real currency"

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Winnability: Buyers Choose What They Can Defend

B2B buyers are not only asking whether a solution will work. They are also asking whether they can explain and defend the choice if something goes wrong. At 34%, decision defensibility was the leading driver of extreme confidence. Winnable brands make risks, tradeoffs, and proof clear enough for the whole buying group to move forward.

Graphic that reads "Being winnable requires helping buying groups make a decision they can defend"

Buyability

Ensure your business is the right choice for the buying group by being discoverable, credible, and winnable.

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