What B2B Buyers Actually Want (Hint: It's Not About Price)
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What B2B Buyers Actually Want (Hint: It's Not About Price)
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About this listen
Ankita Bhatia Dhawan has spent years on both sides of B2B transactions — as a corporate buyer evaluating vendors and as a consultant selling marketing services to SMEs in the Middle East.
Her insight? B2B buying isn't rational. It's emotional. The real question in every buyer's mind: "Will this decision protect my reputation at work?"
We talk about committee buying dynamics, what sellers get wrong, why references matter even when nobody checks them, and how her journey from engineer to blogger to marketing consultant shaped her understanding of business relationships.
If you sell services, work in B2B marketing, or want to understand how corporate decisions really get made — this one's for you.
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