Before the enquiry: how modern B2B buyers make decisions

The modern B2B buyer does not wait for a sales conversation to start forming an opinion. Buyers are researching challenges, comparing solutions, checking proof and building confidence long before making an enquiry. 

In this episode of The Engine Room, Laura Pearsall and Andrew Morrison unpack five defining traits of today's B2B buyer: independent online research, the questions they need to answer, larger buying groups and the growing role of AI.  

They explore why education beats promotion, how trusted trade media helps brands establish credibility and why marketers need to influence the entire buying group, not just generate clicks. 

For marketers navigating long sales cycles and increasing pressure to prove ROI, this episode offers a practical way to rethink content, channels and measurement around the outcome that matters most: buyer confidence. 

Key topics covered 

The journey before the enquiry: why marketing influence begins well before the first supplier conversation. 

Information that helps buyers decide: creating content that helps buyers understand challenges, evaluate options, reduce risk and justify action. 

The wider buying group: supporting the different priorities of technical, procurement, operational and executive stakeholders. 

AI, AEO and zero-click discovery: how answer engines are changing where buyers find information and why trusted sources matter. 

From visibility to confidence: building campaigns around education, credibility, evidence and influence rather than interruption.