The way businesses buy has changed. Today, B2B buyers often research companies, compare options and use AI to find answers before they ever talk to a sales rep. That means marketers have to work harder to get their brands noticed. For merch reps, it’s worth understanding what that means for the marketers you’re trying to reach.
Megan Dunne, vice president of strategy at Yes&Beacon, says buyers are doing more research on their own before talking to sales. So, what does that mean for merch reps? It means marketers need partners who understand their goals and can bring ideas that help them connect with buyers earlier.
In this issue of PromoPro Daily, we share Dunne’s take on what’s changing and what marketers need from their partners.
Don’t Miss A Thing: SUBSCRIBE To PPAI Newslink
Know that buyers are doing their homework. Dunne says buyers may arrive at a sales conversation with vendors already evaluated and specific questions about pricing and different options. Merch reps should know that marketers are under pressure to build credibility and visibility earlier. A merch idea should support that bigger effort, not exist as a disconnected giveaway.
Understand why brand visibility matters. According to Dunne, many buyers lean toward brands they already know, particularly when budgets are tight and purchases need to prove their value. That gives merch reps an important insight: Branded products can help keep a company visible between buying cycles. A useful item at an event or customer meeting can create another physical touchpoint with the brand.
Remember that buyers are using AI to research. Dunne points out that AI is becoming an important part of how buyers research and compare vendors. Marketers now have to make sure their brands are visible and easy to understand across many channels. This means merch reps should show how they choose items that tell a brand’s story — not just display a logo.
Think about what buyers need. Modern B2B buyers expect useful information before a sales conversation, Dunne says. They want to hear about things like ROI, success stories and product comparisons. When merch reps understand what information marketers want to communicate, they can recommend merch that reinforces that message.
Help marketers build trust, not just awareness. Dunne says marketing’s job increasingly involves being findable, credible and genuinely useful before a buyer is ready to engage. Merch can contribute by reinforcing those qualities through thoughtful customer gifts, onboarding kits or other relevant brand touchpoints.
Today’s marketers must do more to educate buyers before they ever talk to a sales rep. That gives merch reps a chance to bring more value by understanding those goals and showing where merch can help.
Compiled by Audrey Sellers
Source: Megan Dunne is the VP of strategy for Yes&Beacon.
