Across twelve industries the research phase has stretched while the vendor conversation has shortened. By the time a buyer contacts you, more of the decision is already made — which changes what a campaign has to do and when.
Data-driven commentary on intent trends across 12 industries — and what it means for your campaign timing.
Buyers are spending longer in anonymous research before identifying themselves, and arriving at the first vendor conversation with a shortlist already formed. The window in which you can influence the decision has moved earlier.
Two forces at once: more information is available without talking to a salesperson, and post-2023 budget scrutiny means more people must agree before anything is signed. Both push discovery earlier and decisions later.
If most of the evaluation happens before you know the buyer exists, waiting for a hand-raise means arriving after the shortlist is set. Intent signals and always-on presence stop being sophistication and become the baseline.
Three practical adjustments, in the order that pays back fastest. None of them require a new budget line — they are mostly a reallocation of attention from late-stage capture to early-stage presence.
The programs behind the numbers in this piece.
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