Above Digital Founder and CEO Namita Ramani explores how B2B buyers often form supplier shortlists before making their first sales enquiry. In her contributed article for The Source Code, she explains why service businesses need to establish credibility, demonstrate expertise and build familiarity with prospective clients long before receiving a request for proposal.
Drawing on the 2025 Buyer Experience Report from 6sense, Ramani highlights findings showing that buyers first contacted sellers an average of 61% of the way through their purchasing journey, while the successful supplier was already on the initial shortlist in 95% of cases. She also discusses the importance of thought leadership, case studies and digital visibility in influencing decision-makers across finance, procurement and operations.
Using examples from Above Digital’s campaigns for Harrisons Sauces and BNI New Dubai, Ramani explains how targeted advertising can help businesses reach relevant professional audiences. She emphasises that generating enquiries is only part of the process, with lead quality, structured follow-up and meaningful sales outcomes remaining essential to sustainable business growth.
Read more on The Source Code.