The B2B buying process has changed drastically in recent years. Where a sales trajectory used to consist of a few conversations, recent research by Dreamdata shows that reality is much more complex today. On average, there are now 10 stakeholders, 4 different channels, and 88 touchpoints required before a deal is closed. This means companies must be visible at many more moments to even be considered.

The B2B buying process is no longer a funnel The classic idea of a marketing funnel still exists in practice, but the process is no longer linear. A modern B2B buyer reads articles, views LinkedIn posts, visits websites, and speaks with colleagues interchangeably. Furthermore, 60–80% of the buying process is often already completed before there is any contact with a supplier.

Trust is the most important factor When multiple stakeholders are involved, trust becomes paramount. Decision-makers look at expertise, experiences of others, and the visibility of employees. This is exactly where employee advocacy comes in.

Why personal social media posts matter Algorithms on platforms like LinkedIn structurally give more visibility to personal content than corporate posts. Additionally, people are simply more credible than brands. When employees share content, it feels more authentic and generates interaction faster.

From corporate to distributed marketing Increasingly, organizations are shifting to 'distributed marketing,' using the network of employees. This provides a larger reach, more trust, and more organic contact moments during those 88 touchpoints.

The role of employee advocacy The goal is not to have employees move into advertising, but to share valuable knowledge such as articles, cases, and sector insights. This builds their professional reputation while making the company more visible. Technology, such as Soworker, helps make this process scalable and easy for the team.

Conclusion B2B marketing is becoming more human. With 10 stakeholders and 88 touchpoints, corporate marketing alone is no longer enough. Organizations that involve their employees in sharing knowledge build more trust and more commercial opportunities.

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