Observed Signal · Sep 16, 2026 · Opinion/Analysis · Source: The Drum · Impact: 2/5 · Sentiment: Positive
B2B Marketing Market: Bain's Likelihood to Buy Metric Highlights Brand Trust in B2B
An opinion piece by Cos Mingides discusses Bain & Company's new Likelihood to Buy (LTB) metric for B2B marketing. Bain's research indicates that about 90% of B2B buyers ultimately purchase from a 'Day 1 list' of vendors that immediately come to mind when the buying process begins. True's 'Rule of Three' research adds that buyers typically have no more than three brands on that initial shortlist. Bain's findings suggest that B2B buying is less about formal evaluation and more about elimination of brands not already known or trusted. Being 'better' is not enough; brands must have pre-existing familiarity, trust, and confidence across the entire buying committee, including 'hidden buyers' in procurement, finance, legal, and operations. The article argues that brand activities should be measured by their impact on the likelihood of being chosen, not just awareness.
New B2B marketing metric and insights from Bain are relevant for advertiser brands and marketing strategy, but it is an opinion piece rather than a major industry-shifting event.
Key Takeaways & Evidence Grounding
- Bain & Company has introduced a Likelihood to Buy (LTB) metric for B2B marketing.
- Bain research suggests around 90% of B2B buyers purchase from a 'Day 1 list' of vendors that come to mind at the start of the buying process.
- True's research, 'The Rule of Three in Every Purchase Decision', indicates that B2B buyers typically have no more than three brands on their initial shortlist.
- Earlier Bain research with The B2B Institute found that in 81% of purchases, all or almost all buying group members were familiar with the chosen brand before the buying process began.
- The article argues that B2B buying is more about elimination based on confidence and trust than rational evaluation.
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