How C-suite buys and evaluates software
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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
Analyzed by Swipebot
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