{"id":317023,"date":"2026-03-31T03:59:11","date_gmt":"2026-03-31T08:59:11","guid":{"rendered":"https:\/\/monday.com\/blog\/?p=317023"},"modified":"2026-04-13T06:53:39","modified_gmt":"2026-04-13T11:53:39","slug":"why-most-b2b-marketing-makes-buying-harder-not-easier","status":"publish","type":"post","link":"https:\/\/monday.com\/blog\/marketing\/why-most-b2b-marketing-makes-buying-harder-not-easier\/","title":{"rendered":"Why most B2B marketing makes buying harder, not easier"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":309,"featured_media":317049,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"pages\/cornerstone-primary.php","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_title":"","_yoast_wpseo_metadesc":"","monday_item_id":0,"monday_board_id":0,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[13907],"tags":[],"class_list":["post-317023","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":{"parse_from_google_doc":false,"sections":[{"acf_fc_layout":"content_1","blocks":[{"main_heading":"","content_block":[{"acf_fc_layout":"text","content":"<p><span style=\"font-weight: 400;\">In enterprise B2B, losing a deal rarely comes down to product capability.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">More often, it comes down to confidence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a recent talk at Industry Dive\u2019s CMO Summit, Adam Komack, VP of Enterprise GTM at monday.com, and Mimi Turner, Head of Marketplace Innovation at LinkedIn, explored a powerful idea: most B2B marketing tries to help buyers evaluate products, but it fails to help them justify their decision.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"Webinar: Why most B2B marketing makes buying harder, not easier\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/0mrKTT9fZ2M?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">And in enterprise buying, justification is everything.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are the key takeaways.<\/span><\/p>\n"}]},{"main_heading":"1. Enterprise buying is emotional, political, and deeply human","content_block":[{"acf_fc_layout":"text","content":"<p><span style=\"font-weight: 400;\">Enterprise decisions are not purely technical comparisons. They are career-defining bets.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As Adam put it, the real question buyers are asking is:<\/span><\/p>\n<blockquote><p><b>\u201cDo I trust this company enough to bet my career on them?\u201d<\/b><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Thousands of buying cycles show that sellers rarely lose because the product does not work. They lose because the decision is not defensible internally.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">B2B buyers must be able to:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Defend the decision to leadership<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Align stakeholders across teams<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Navigate internal politics<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Protect themselves if something goes wrong<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">That emotional weight is often missing from marketing strategies focused purely on features and ROI.<\/span><\/p>\n"}]},{"main_heading":"2. The #1 emotional job of B2B buyers is defensibility","content_block":[{"acf_fc_layout":"text","content":"<p><span style=\"font-weight: 400;\">LinkedIn and Bain &amp; Company surveyed more than 750 enterprise buyers to understand what drives confidence in final vendor selection.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The top emotional drivers included:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Confidence the solution will work<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Confidence they can manage bumps in the road<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Confidence the internal group is aligned<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Confidence the decision is easy to make<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">But the <\/span><b>number one factor<\/b><span style=\"font-weight: 400;\"> was clear:<\/span><\/p>\n<blockquote><p><b>Buyers want to choose a decision they can defend if it goes wrong.<\/b><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">This insight reframes how marketers should think about messaging. Once a vendor is on the shortlist, product differentiation matters less than organizational safety.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Enterprise buying is defensive by nature.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing must help buyers feel protected, not just persuaded.<\/span><\/p>\n"}]},{"main_heading":"3. Trust now outweighs traditional brand signals","content_block":[{"acf_fc_layout":"text","content":"<p><span style=\"font-weight: 400;\">The research revealed something surprising.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The strongest drivers of \u201cbuyability\u201d were not category leadership, awards, or even expert recommendations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The top five attributes influencing purchase decisions were relational:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Working styles that match the buyer\u2019s own<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Recommendations from similar customers<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Recommendations from trusted colleagues<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A clear focus on companies like theirs<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A strategic partnership mindset<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><b>In other words, buyers choose companies that feel compatible.<\/b><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">People buy from people whose working styles match their own. That alignment must be made explicit.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">At <\/span><a href=\"http:\/\/monday.com\"><span style=\"font-weight: 400;\">monday.com<\/span><\/a><span style=\"font-weight: 400;\">, we operationalized this insight in a creative way. Instead of showcasing product features at an event, they recreated their office environment inside a pop-up experience. The goal was not \u201ccome see the product,\u201d but \u201ccome experience how we work.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It was a tangible demonstration of partnership and culture, not a product demo.<\/span><\/p>\n"}]},{"main_heading":"4. AI is reshaping how buyers discover vendors","content_block":[{"acf_fc_layout":"text","content":"<p><span style=\"font-weight: 400;\">The traditional awareness-to-consideration funnel is eroding.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AI discovery tools and large language models are shifting influence from search engine optimization to what Mimi described as <\/span><b>credibility optimization<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When buyers ask AI tools for recommendations, what surfaces is not keyword density. It is reputational surface area:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Human voices<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Customer validation<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Expert commentary<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use-case specificity<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consistent, credible signals<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">This changes the marketer\u2019s job.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Discovery is now driven by proof, not promotion.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">The vendors that win are those whose credibility lives across networks, relationships, and trusted voices.<\/span><\/p>\n"}]},{"main_heading":"5. From awareness to viability","content_block":[{"acf_fc_layout":"text","content":"<p><span style=\"font-weight: 400;\">The traditional model optimized for awareness, familiarity, and repetition as proxies for preference.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But buyers no longer move in linear journeys.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Buyers enter the process with specific contextual pain points. They look for proof that a vendor will work for their situation.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">This is where the concept of <\/span><b>buyability<\/b><span style=\"font-weight: 400;\"> or <\/span><b>viability<\/b><span style=\"font-weight: 400;\"> comes in.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather than stitching together fragmented KPIs across brand and demand, organizations should align sales, marketing, and finance around:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identifying priority buyer groups<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Building advocacy from relatable customers<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increasing credibility across networks<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Measuring influence within the full buying group<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Viability focuses on making the decision safe inside the organization, not just attractive on paper.<\/span><\/p>\n"}]},{"main_heading":"6. Make buyers feel safe, supported, and recognized","content_block":[{"acf_fc_layout":"text","content":"<p><span style=\"font-weight: 400;\">At monday.com, the enterprise GTM strategy centers on three principles:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensure buyers feel confident the decision is correct and defensible.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Help them secure internal stakeholder support.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Position them to be recognized and rewarded for the impact the decision creates.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ol>\n<blockquote><p><span style=\"font-weight: 400;\">When buyers feel protected, aligned, and empowered, the deal becomes easier to close.<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">Enterprise buyers do not just need proof that your product works. They need proof that choosing you will not put their credibility at risk.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In an AI-driven, relationship-powered buying landscape, trust is the ultimate differentiator.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ready to take your team to the next level?<\/span><\/p>\n<a class=\"cta-button blue-button\" aria-label=\"Chat with an expert\" href=\"https:\/\/monday.com\/gotopartners\" target=\"_self\">Chat with an expert<\/a>\n"}]}]}],"lobby_image":false,"post_thumbnail_title":"","hide_post_info":false,"hide_bottom_cta":false,"hide_from_blog":false,"landing_page_layout":false,"hide_time_to_read":false,"sidebar_color_banner":"","custom_tags":false,"disclaimer":"","cornerstone_hero_cta_override":{"label":"","url":""},"menu_cta_override":{"label":"","url":""},"show_contact_sales_button":"default","override_contact_sales_label":"","override_contact_sales_url":"","show_sidebar_sticky_banner":false,"cluster":"","featured_image_link":"","display_dates":"default","custom_header_banner":false,"faqs":false,"activate_cta_banner":false,"banner_url":"","main_text_banner":"","sub_title_banner":"","sub_title_banner_second":"","banner_button_text":"","below_banner_line":"","use_customized_cta":false,"custom_schema_code":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.6 (Yoast SEO v26.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why most B2B marketing makes 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