Head of Marketing
At a Swedish B2B company
Weighs reach against business impact, and whether the salespeople want to follow up what comes in.
Buyer surveys, trade associations, research and analyst firms. All traceable to source, population, year and method.
- 1
Business impact, not just reach
- 2
A clear audience and buying situation
- 3
Credible customer proof
- 4
Qualified leads that the salespeople want to follow up
“What would make you believe this delivers qualified leads and not just clicks?”
Area by area.
Number of observations per area, and one example from the material.
Information sources
2467 per cent said they had used the web to find information during the buying process.
Apsis and Novus · 138 Swedish buyers · 2014Buying criteria
11A strong offer goes a long way, but understanding the customer’s needs weighs most when choosing a supplier.
Apsis and Novus · 138 Swedish buyers · 2014Mandate and decision path
9For investments up to SEK 1 million, two to three people usually take part in the decision, and above that four to five.
Apsis and Novus · 138 Swedish buyers · 2014Objections and obstacles
8Five interviewees said that poor data can make AI in CRM produce analyses that cannot be trusted.
Halmstad University · ten people at nine Swedish companies · 2024Budget and cost
153.9 per cent are described as uncertain or finding it hard to justify their budget.
SveMa · member survey · 2025What leads to the next meeting
1A relatively large share of buying processes start with a tip from the personal network.
Apsis and Novus · 138 Swedish buyers · 2014Apsis and NovusSveMaHalmstad UniversityForresterSalesforceLinnaeus University
Synthetic professional role, no real persons or companies. Every observation can be traced to source, population, year and method. Edition 2026-11-11.
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