How C-suite buys and evaluates software

Peep Laja drops truth bombs about how execs actually buy software. Spoiler: it’s not from your latest LinkedIn ad or cold email.

Marketing analysis

This Wynter slide nails the real B2B buying journey. C-suites don’t “discover” you; they already know who you are by the time they call. They’re influenced by what others say, where they find you, and how you show up online.

Why it works

• Trust = currency; execs buy from who peers recommend
• Familiarity beats flash—brand fame equals mental availability
• Easy discovery (SEO, reviews) removes friction
• Social proof and demos validate the decision
• ROI clarity keeps CFOs comfortable

Examples

• Gong built brand fame via LinkedIn thought leadership
• HubSpot dominates search with content for every funnel stage
• Notion’s sandbox product drives user-led sales
• Salesforce uses user conferences to close enterprise deals