How a B2B buyers actually shops for software in 2025:

They jump into Google or Amazon and enter in their favorite and most trusted search keywords.

(if it’s not already bookmarked)

”BUSINESS OUTCOMES”

To their delight, these outcomes are in stock.

Increase pipeline... add to cart.

Grow revenue... a no brainer.

Reduce churn... why not, I’ve been a good exec this year.

Then they go to checkout.

And it’s here where all their shopping decisions are validated with THE ROI CALCULATOR.

Turns out, the Increase Pipeline, Grow Revenue, and Reduce Churn products have 1032x ROI.

WHAT A STEAL!!!

The exec is so amped up that they even throw in a last minute checkout item of 10x Productivity (for the kids).

———

Only the best marketers know that B2B buyers don’t actually ever think about the use case, workflow, or problem a product solves...

All they care about is the business outcome.

It’s important that you NEVER mention the products you sell in your marketing — especially not on the homepage.

So the next time you’re re-writing your homepage, just skip the product entirely.

No workflow.

No users.

No use case.

Just vibes and business outcomes.