How B2B buyers in Ireland actually choose advisers
The official version is that buyers run rational evaluations. The real version is quieter, earlier and mostly invisible to you.
Understanding it changes where marketing effort should go.
The decision happens before the process
By the time a formal enquiry or tender exists, most buyers hold a favourite. The favourite got there through familiarity: seen speaking, read, recommended, remembered. Marketing's job is to be that familiar name before the starting gun.
Small market, long memory
Ireland is a market of overlapping circles. Reputations travel by word of mouth faster than any campaign, which cuts both ways: consistency compounds and inconsistency gets noticed. It also means named-account familiarity is achievable in a way it never is in larger markets.
The quiet check
Between shortlist and call, everyone gets looked up. Site, profile, recent thinking. This is the cheapest moment in the whole journey to win or lose, and the most neglected.
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