Marcus submitted his best proposal ever six weeks ago. Perfect presentation, detailed timeline, competitive pricing.

Still waiting for a response.

Here's what he didn't know: The decision was made before he sent it.

The Real B2B Buying Process

83% of the buying decision happens before prospects contact you.

While Marcus crafted his 47-slide deck, his prospect:

• Googled solutions and found competitor content

• Downloaded white papers from three vendors

• Asked LinkedIn connections for recommendations

• Built a mental shortlist

By meeting time, they weren't seeking education…they wanted confirmation.

Where Deals Are Really Won

The research phase, not the sales phase.

Prospects spend hours researching before making contact. They're building trust accounts with companies that help during this invisible process.

Trust deposits:

• Helpful blog posts that solve real problems

• Case studies that address specific challenges

• LinkedIn insights that demonstrate understanding

• Resources that provide immediate value

Trust withdrawals:

• Generic company brochures

• "Contact us for pricing" websites

• Sales-focused content with no practical value

The Winner's Strategy

The company that won Marcus's deal had been making trust deposits for two years:

• Industry-specific content that appeared in Google searches

• Practical insights shared on LinkedIn

• Case studies that matched the prospect's situation

• Thought leadership that demonstrated genuine expertise

When decision time came, one vendor was already trusted. The others were just options.

Your Action Plan

Week 1: Audit Your Trust Account

• Google or ChatGPT the problems you solve - do you appear?

• Check your LinkedIn presence - are you sharing insights?

• Review your website - does it help or just sell?

Week 2: Start Making Deposits

• Write one helpful article addressing client challenges

• Share one practical insight on LinkedIn

• Create one resource prospects can use immediately

Week 3: Be Where Buyers Research

• Optimise content for search terms prospects use

• Comment intelligently on industry discussions

• Share insights in relevant LinkedIn groups

Week 4: Track and Improve

• Monitor which content gets engagement

• Note where new inquiries discover you

• Double down on what's working

The New Sales Reality

Your competition isn't just in the final presentation—it's in every Google search, LinkedIn feed, and industry conversation.

The companies building trust during the research phase win deals before sales conversations begin.

Start building your trust account today. Your next prospect is researching solutions right now.

Marketd helps B2B companies win during the research phase. Get in touch to build your trust account.