Understanding the B2B Buying Process: The Importance of Due Diligence

For years, I’ve used the same B2B buying process chart in conversations with clients. It shows that by the time a buyer first contacts a supplier, roughly 57% of their due diligence is already complete. This research comes from the Corporate Executive Board and Forrester. While the exact percentage gets debated, the core point has never been.

B2B buyers don’t start learning when they talk to you. They start long before that.

This idea isn’t new. What is new is what happens inside that early learning phase, and why it matters more than ever for professional services firms.

The Evolution of Due Diligence in the B2B Buying Process

B2B buyers have always done their homework. Even ten or fifteen years ago, they:

• Researched firms online

• Asked peers for recommendations

• Read case studies and credentials

• Narrowed a shortlist before reaching out

  
  

The difference wasn’t whether due diligence happened. It was how much influence firms still had once conversations began. Back then, first contact often was the start of real education. Firms could shape the narrative, explain their point of view, and differentiate themselves live. That window has narrowed.

The Shift in Buyer Behavior

Today’s buyers don’t just research differently. They trust different signals. Before they ever contact a firm, buyers now:

• Ask AI who the “best” firms are

• Read third-party commentary and analysis

• Scan LinkedIn to assess expertise and credibility

• Observe how consistently a firm shows up with insight

  
  

Much of this happens anonymously. Quietly. Without intent signals. By the time a buyer reaches out, they often aren’t asking:

“Can you help us?”

They’re asking:

“Are you who we already think you are?”

That’s a very different starting point.

The Reality of Due Diligence: Why 57% May Be Understated

The original research suggested buyers were about halfway through their journey before first contact. In practice today, that number is likely much higher, especially for complex, high-trust professional services. Not because buyers suddenly became more analytical. But because:

• Information is easier to access

• Opinions form faster

• Confidence is built earlier

  
  

First contact increasingly serves as confirmation, not discovery. This shift has major implications that many firms underestimate.

The Hidden Risks of Invisibility

Due diligence used to be visible. You could see RFPs. You could track outreach. You could tell when you were being evaluated. Now, much of the most important evaluation happens before you ever appear on the radar. Firms don’t lose because they’re bad. They lose because they’re filtered out early silently.

By the time they’re contacted, they may already be second choice. Or third. Or simply being used as a benchmark. The pipeline might look quiet. The decision, meanwhile, is already forming elsewhere.

Visibility as a Risk Management Strategy

For years, visibility was treated as optional. Helpful, maybe. Nice to have. But not essential if referrals were strong. That mindset is increasingly risky. Today, visibility functions less like promotion and more like insurance:

• Insurance against being overlooked

• Insurance against being miscategorized

• Insurance against competitors shaping the narrative for you

  
  

The firms that win now don’t shout louder. They:

• Show up consistently with insight

• Teach instead of pitch

• Build credibility before conversations begin

  
  

They don’t wait for buyers to engage before earning trust.

What Winning B2B Firms Understand

The most effective B2B firms I see today understand something subtle but powerful:

B2B buyers were always doing due diligence. What changed is who they trust while doing it.

That trust is now built through:

• Clarity, not claims

• Consistency, not campaigns

• Earned authority, not self-promotion

  
  

The B2B firms that adapt to this don’t just win more deals. They enter conversations already trusted...which changes everything that follows.

The Importance of Shaping Buyer Perceptions

If B2B buyers are completing most of their due diligence before they ever speak with you, the real question isn’t whether your firm is good. It’s whether your firm is shaping what buyers learn before they decide.

Strategies for Effective Buyer Engagement

To effectively engage with buyers, consider implementing the following strategies:

1. Content Marketing: Create valuable content that addresses common pain points. This positions your firm as a thought leader and builds trust.

   
   

2. Social Proof: Leverage testimonials and case studies. Showcasing successful projects can significantly enhance credibility.

   
   

3. Networking: Engage with industry peers and participate in relevant discussions. This increases visibility and reinforces your firm's expertise.

   
   

4. Continuous Learning: Stay updated on industry trends. This allows your firm to provide timely insights that resonate with potential buyers.

   
   

5. Feedback Loops: Regularly solicit feedback from clients. Understanding their needs can help refine your approach and improve service offerings.

   
   

Conclusion

In today’s B2B landscape, understanding the due diligence process is crucial. Buyers are more informed than ever, and firms must adapt to this reality. By focusing on visibility, trust, and effective engagement strategies, your firm can shape buyer perceptions and drive meaningful conversations.

Embrace these changes, and you’ll not only survive but thrive in the evolving marketplace.