Why Defensibility is the #1 Factor in B2B Buying Decisions: Insights from LinkedIn’s Global Study

The #1 Reason Buyers Choose a Vendor: Defensibility

In the world of B2B marketing, businesses often focus on factors like ROI, product features, and pricing when trying to win customers. However, LinkedIn’s recent global study, Buyability: The Future of B2B Marketing Success, reveals something more critical than all of these: defensibility.

You might be thinking, "Isn’t ROI the primary driver behind B2B purchasing decisions?" Well, according to LinkedIn’s study of 750 senior B2B buyers, that’s not the case. The top factor influencing their decision-making is, in fact, whether they can justify the purchase and defend it if things go wrong.

What Exactly Is Defensibility in B2b Sales?

In simpler terms, defensibility refers to the buyer’s ability to justify and support their purchasing decisions, especially if something goes awry. Can they defend their choice if the product or service fails to deliver as expected? This has become a key focus for B2B buyers who want to minimize the risks and consequences of their decisions.

Mimi Turner, LinkedIn’s head of marketplace innovation, puts it bluntly:

“Defensibility is more important than utility.”

This mindset is rooted in the legacy of the phrase, "No one ever got fired for buying IBM." The idea is that it's safer to make a choice that aligns with industry norms or that comes with plenty of validation, rather than risk being held accountable for an unknown or unproven option.

Why Does Defensibility Matter So Much?

B2B companies often make buying decisions based on long-term relationships and careful evaluation. The stakes are high. Unlike in B2C markets, where individuals are more likely to make quick, impulsive purchases, B2B buyers have to navigate through multiple layers of decision-making, often needing to justify their choices to multiple stakeholders within the organization.

And here’s where peer validation comes into play. The study found that recommendations from “people like me” were three times more influential than factors like price or product performance. In short, social proof has become a critical driver in B2B sales. Buyers need to feel confident that others in similar situations have succeeded with the product or service before they commit.

The 5 Emotional Drivers of Buyability

So, what exactly influences the decision to choose a particular vendor? According to LinkedIn’s research, there are five core emotional drivers behind B2B buying decisions:

1. Confidence it’ll work
   Buyers need to feel assured that the product or service will deliver on its promises.
2. Ease of the decision
   Making the decision should feel seamless and straightforward. The easier it is to choose, the more likely a buyer will proceed.
3. Internal alignment
   The solution must align with the company’s internal needs and objectives. If it doesn’t fit, it’s a non-starter.
4. Managing the downsides
   Buyers must feel equipped to mitigate any potential risks associated with the purchase.
5. Defending the choice if it fails
   The ability to justify the purchase, especially if it goes wrong, is paramount.

What Makes a Risky Choice Safe?

The key to making a risky decision feel safe lies in defensibility. Buyers need to feel that their decision can withstand scrutiny, both internally and externally. This is where credible proof becomes indispensable.

Think about your landing page: Is it equipped with enough proof to help the buyer justify their decision to colleagues or superiors? Are you showing relevant case studies, providing peer recommendations, and showcasing trusted logos from similar industries? If not, no amount of clever CTA buttons or slick design will turn the tide.

The Importance of Proof and Social Validation

To establish defensibility, ensure that your marketing materials—especially your landing pages—have these key components:

• Credible testimonials
  Real-world endorsements and recommendations from clients that mirror your buyer’s industry or pain points are invaluable.
• Named logos from similar ICPs
  Show potential clients that companies like theirs are already benefiting from your product or service.
• Clear, reusable copy
  Provide messaging that’s easy to share across teams. Buyers should be able to use your content to explain why this is the right decision when pitching internally.

The Bottom Line: Help Buyers Justify Their Decisions

At the end of the day, your goal should be to help the buyer justify their decision and cover their tracks if things don’t go as planned. By focusing on defensibility, you align your marketing with what truly matters to your B2B customers: confidence, internal alignment, and managing risks.

So, if your current marketing efforts aren’t generating the results you hoped for, take a step back and ask yourself: Are you giving your buyers the proof and validation they need to feel safe in their decision? If not, it might be time to shift your focus.

The defensible decision is the one buyers will make.