Solving the Buyability Problem: The Hidden Friction Inside B2B Buying
In complex B2B markets, the biggest threat to growth is not competition. It is no decision.
As buying groups expand and scrutiny increases, marketers face a new challenge: it is no longer enough to generate demand. We must generate collective confidence.
From LinkedIn’s vantage point across millions of B2B interactions, a clear pattern has emerged. Deals stall not because interest is absent, but because buying groups struggle to align around a decision they feel safe defending.
This session introduces Buyability: how easy you make it for a group to say yes without risking their credibility.
Drawing on research conducted with Bain & Company, this talk outlines the five sources of Buyability friction. Attendees will learn how marketing influences each of these forces long before a deal reaches late-stage review.
You will leave with a practical framework for designing programs, messaging, and proof strategies that increase decision confidence across the entire buying committee, not just your champion.
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