10/06/2026
B2B buyers spend only 17% of their purchase journey talking to sales reps.
Let that sink in.
The other 83%? They're researching independently. Reading blogs. Comparing solutions. Building their business case.
Most of our sales involve procurement processes. Multiple stakeholders. Budget approvals. Risk assessments. Legal reviews.
The companies winning enterprise deals aren't necessarily the ones with the best product. They're the ones who show up consistently in that 83% research phase.
𝑻𝒉𝒊𝒏𝒌 𝒂𝒃𝒐𝒖𝒕 𝒚𝒐𝒖𝒓 𝒍𝒂𝒔𝒕 𝒎𝒂𝒋𝒐𝒓 𝑩2𝑩 𝒑𝒖𝒓𝒄𝒉𝒂𝒔𝒆.
Did you call vendors first? Or did you spend weeks researching online, reading case studies, checking reviews and narrowing down your options?
You probably had a shortlist of 2-3 companies before you ever had a sales conversation.
Your buyers do the same thing.
If your content doesn't address the specific concerns of each stakeholder in the buying committee, you're invisible during the most critical phase of their journey.
✔️The IT director needs to know your solution integrates smoothly.
✔️The CFO needs ROI projections and cost comparisons.
✔️The Operations Manager wants implementation timelines and change management support.
✔️The CEO cares about strategic impact and competitive advantage.
One-size-fits-all content doesn't cut it anymore.
𝑯𝒆𝒓𝒆'𝒔 𝒕𝒉𝒆 𝒔𝒉𝒊𝒇𝒕 𝒕𝒉𝒂𝒕 𝒏𝒆𝒆𝒅𝒔 𝒕𝒐 𝒉𝒂𝒑𝒑𝒆𝒏:
Stop thinking of content as marketing collateral. Start thinking of it as your sales team's presence in that 83% of the journey where they can't be physically present.
When a procurement committee of five people is evaluating solutions, you need content that speaks to all five.
Not generic "digital transformation" posts. Specific, relevant insights that demonstrate you understand their unique challenges.
The companies dominating Kenya's B2B space right now aren't leaving this to chance. They're mapping their content to every stakeholder, every stage, and every concern.
While others post when they remember, these companies are building authority with decision-makers during the 83% of the journey that actually determines who wins the deal.